TÜKETİCİ DAVRANIŞLARINI ETKİLEYEN SOSYAL FAKTÖRLER VE AİLE

Yıl 2017, Cilt: 2 Sayı: 3, 127 - 142, 31.10.2017

Fahri Özsungur Seval Güven

Öz

Bu çalışmada, tüketici
davranışlarını etkileyen sosyal faktörler ve aile, nitel bir araştırma yöntemi olan, içerik analizi yöntemi benimsenerek
araştırılmıştır. Çalışmanın amacı, yöntemi giriş kısmında ele alınmıştır. Çalışmada,
sosyal sınıfa teorik yaklaşımlar, sosyal sınıfların özellikleri, gelire göre
sosyal sınıf özellikleri, gelire göre tüketim eşitsizlikleri, ailede tüketimi
etkileyen faktörler, kültür ve referans grupların tüketime olan etkisine yer
verilmiş, konular ailenin tüketici rolü temel alınarak incelenmiştir. Konu
hakkında yapılmış nitel ve nicel araştırmalar birlikte değerlendirilmiş, aile tüketiminin bireysel kullanım,
aile kullanımı, hediye alımı şeklinde üç boyutlu gerçekleşebileceği, tüketimin sadece aynı sosyal sınıf
içindeki aileler arasında değil, aynı zamanda farklı sosyal sınıflara tâbi olan
aileler arasında da değişim gösterebileceği,
gelire göre sosyal sınıf türleri içinde ailenin tüketici rolü ile ilgili nitel ve
nicel araştırmaların yetersiz olduğu sonuçlarına varılmıştır.

Anahtar Kelimeler

Tüketici davranışları, sosyal sınıf, aile tüketimi, tüketim eşitsizliği

Kaynakça

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