Tüketicilerin Kişisel Değerlerinin Satın Alma Tarzları Üzerindeki Etkisi

Yıl 2006, Sayı: 1, 23 - 48, 01.03.2006

Sevtap Ünal Aysel Erciş

Öz

Tüketici satın alma davranışı oldukça karmaşık bir süreçtir. Satın alma eylemini gerçekleştirirken tüketici, birçok iç ve dış değişkenin etkisi ile kararlarını alır. Tüketicinin problem çözme şekli ve seçtiği yöntem bir tarz geliştirmesini sağlar. Geliştirilen bu tarz, tüketicinin temel satın alma kararına yönelik tutumlarını açıklar ve istikrarlıdır. Tüketicinin satın alma tarzının gelişmesinde kişiliğinin, yaşam şeklinin, değerlerinin önemli katkıları vardır. Kişinin hayatının her döneminde ve her boyutunda davranışlarına yön veren bir güç olarak ifade edilen değerler, günlük hayatını biçimlendirirken, tüketici olarak karar alma sürecini de belirlemektedir. Bu özellikleri dolayısıyla kişisel değerler ve satın alma tarzları, tüketici davranışını etkileyen önemli değişkenler olarak ifade edilmektedir. Bu çalışmada, satın alma tarzları ve kişisel değerler arasındaki ilişki incelenmeye çalışılmıştır. Araştırmanın ana kitlesini Erzurum merkez ilçede yaşayan tüketiciler oluşturmuştur. Yapılan analiz sonucu tüketicilerin kişisel değerlerinin satın alma tarzları üzerinde etkili olduğu belirlenmiştir

Anahtar Kelimeler

Tüketici davranışı, satın alma tarzı, kişisel değerler, değerler listesi

THE EFFECT OF CONSUMERS’ VALUES ON DECİSİON MAKİNG STYLES

Öz

The purchasing behavior of the consumer is a quite complex process. The consumer makes a decision with the participation of some internal and external factors. The consumer’s problem solving way provides his/her to develop a style. This style explains the attitudes of consumer towards his/her basic purchasing decision and it is stable. In the development of the decision-making style of consumer, his/her personality, life style and values have important contributions. The values, which are expressed as a source leading the behaviors of individual in all life periods and dimensions, shape his/her daily life. Moreover these values determine the decision-making process of the consumer. Because of these properties, values and decision-making styles are stated as important variables which affect consumer behavior. In this study, it is aimed to investigate the relationship between values and decisionmaking styles. The consumers who live in the Erzurum constitute the population of the study. As a result of the analysis, it is found that values are effective on decisionmaking styles

Anahtar Kelimeler

Consumer behavior, decision making style, personal values, List of Values LOV

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