AN EMPIRICAL STUDY TO DETERMINE THE IMPACT OF BLACK FRIDAY DAYS ON CONSUMER PURCHASING BEHAVIOR

Yıl 2020, Cilt: 1 Sayı: 2, 87 - 100, 31.12.2020

Abdülvahap Baydaş , Serhat Ata , Nesimi Kök

Öz

The success of companies operating in global markets depends on knowing the cultural values of the society to be sold well and applying this in the local market. A more micro understanding prevails in postmodern marketing strategies that replace mass production and consumption in modern society. Firms direct marketing by addressing the cultural differences of consumer groups. In recent years, one of these applications primarily in the United States and then other countries in the world and is reaching Turkey and the Black Friday shopping day. The research was carried out by applying a face-to-face questionnaire with 385 persons, mainly in the western black sea and marmara region in 2019. Both most significant findings obtained from the results of both studies will be applied in the world non-working Black Friday in Turkey can be summarized as follows. Approximately half of the participants were found to shop on Black Friday and more electronics and items such as clothes were purchased. As a result of the factor analysis, 6 (six) factors are effective in Black Friday shopping, and they are named as virtual shopping, Black Friday shopping, shopping satisfaction, discounted shopping, store shopping whit campaign and discounted product preference. When the means are compared, it has been found that the perception of Black Friday is higher among women than men, the interest in electronic stuffs is higher than clothes, and the shopping is made for special days rather than need.

Anahtar Kelimeler

Black Friday, Black Friday Shopping, Purchasing Behaviors

MUHTEŞEM CUMA GÜNLERİNİN BİREYLERİN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİSİN BELİRLENMESİNE YÖNELİK AMPİRİK BİR ÇALIŞMA

Öz

Küresel pazarlarda faaliyet gösteren firmaların başarısı, satış yapılacak toplumun kültürel değerlerinin iyi bilinmesi ve bunu yerel pazarda uygulanmasına bağlıdır. Modern toplumdaki kitlesel üretim ve tüketimin yerini alan postmodern pazarlama stratejilerinde daha mikro bir anlayış hâkimdir. Firmalar tüketici grupların kültürel farklılığını ele alarak pazarlamaya yön vermektedir. Son yıllarda bu uygulamalardan biri olan ve öncelikle ABD’de daha sonra da dünyanın diğer ülkelerine ve Türkiye’ye ulaşan Muhteşem Cuma (Black Friday) günü ve alışverişidir. Araştırma 2019 yılında ağırlıklı olarak batı karadeniz ve marmara bölgesinde 385 kişi ile yüyyüze anket uygulanmak suretiyle yürütülmüştür. Hem dünyada hem de Türkiye’de uygulamalı olarak çalışılmayan Muhteşem Cuma çalışmasının sonucunda elde edilen en önemli bulgular şu şekilde özetlenebilir. Katılımcıların yaklaşık olarak yarısı Muhteşem Cuma günü alışveriş yaptığı ve daha fazla elektronik ile kıyafet gibi eşyaların satın alındığı belirlenmiştir. Yapılan faktör analizi sonucu Muhteşem Cuma günü alışverişlerinde 6 (altı) faktörün etkili olduğu ve sanal alışveriş, Muhteşem Cuma alışverişi, alışveriş memnuniyeti, indirimli alışveriş, mağaza alışverişi ile kampanya ve indirimli ürün tercihi olarak isimlendirilmişlerdir. Ortalamalar kıyaslandığında Muhteşem Cuma algısının bayanlarda erkeklere göre daha fazla olduğu, elektronik eşyalara ilginin giyime göre daha çok olduğu ve alışverişin ihtiyaçtan ziyade daha çok özel günler için yapıldığı bulgularına ulaşılmıştır.

Anahtar Kelimeler

Muhteşem Cuma, Muhteşem Cuma Alışverişi, Satın Alma Davranışları

Kaynakça

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