THE EXAMINING OF CONSUMERS’ PRODUCT PREFERENCES ACCORDING TO THEIR SHOPPING ADDICTION

Abstract

Purpose- Shopping addictive can be seen in two sub-categories, either locus of purchasing or locus of product. Locus of product shopping addiction represents materialist and impulsive shopping while the locus of purchasing shopping addiction represents addictive and compulsive shopping. In this research, which is carried out according to this typological approach in shopping addiction, it is tried to determine whether there is a variation according to product categories.

Methodology- In this study, which deals with the clothing sector, where shopping habits are seen intensively, changes in gender factors are also examined. The data was collected by using face-to-face questionaire and interview method .Both quantitative and qualitative techniques are used in the study

Findings- According to the results of the analysis, there are differences between men and women in terms of shopping addiction, and it is revealed that certain shopping addiction are preliminary in certain product categories.

Conclusion- All in the study, 37% of the participants on the basis of shopping tendency had the shopping addiction tendency, and a high majority (116) of them are locus of product shoppers. Parallel with the literature, the majority of the participants consist of people who are impulsive shopping tendency. This number is almost 3 folds the other addiction dimensions. Besides the women the number of men as a shopper is quite high.

Keywords

• Compulsive,impulsive,addiction,materialism,shopping

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