DEMOGRAFİK ÖZELLİKLERİN TÜKETİCİLERİN MOBİLYA TERCİHİNE ETKİSİNİN BELİRLENMESİ

Öz

Bu çalışmada, demografik özelliklerin Kayseri ilinde yaşayan tüketicilerin tercihleri üzerindeki etkisinin belirlenmesi amaçlanmıştır. Bu kapsamda mobilya üreticilerinin odaklanacağı konular ve sorunlar belirlenmiştir. Bu amaçla Kayseri ilinde yaşayan 300 kişiyle 35 soruluk bir anket hazırlanmış ve yüz yüze görüşmeler ile uygulanmıştır. Bulgular çapraz tablolar kullanılarak değerlendirilerek yorumlanmıştır. Çalışma sonucunda mobilya almak için bayilere gelen tüketicilerden elde edilen sonuçlara göre, tüketicilerin mobilya satın alırken kadınların aktif rol aldığı, tüketicilerin eğim düzeyi yükseldikçe beğeninin arttığı tespit edilmiştir. Tüm tüketicilerin mobilyanın dayanıklılığı konusunda yüksek beklentilerinin olduğu görülmüştür. Tüketiciler yaşlandıkça satın alınan ünite çeşitleri azalmakta ve mobilyanın estetiğinden çok dayanıklılığı ve işlevselliğinin ön planda olduğu görülmüştür. Bu sonuçlardan yola çıkarak üreticiler, hedef kitlelerini daraltarak ve bu seçilen hedef kitlelere odaklanarak özel tasarımlar yapıp farklı satış politikaları geliştirebilirler.

Anahtar Kelimeler

• demografik özellikler
• mobilya tercihi
• mobilya tüketicisi

DETERMINATION OF THE IMPACT OF DEMOGRAPHIC CHARACTERISTICS ON THE FURNITURE PREFERENCE OF CONSUMERS

Öz

In this study, it was aimed to determine the effect of demographic features on the preferences of the consumers living in Kayseri province. In this context, the issues and problems that furniture manufacturers will focus on have been determined. For this purpose, a survey of 35 questions was prepared and applied with face-to-face interviews with 300 people living in Kayseri province. The findings were evaluated and interpreted with using of cross tables. As a result of the study, according to the results obtained from consumers who came to the dealers to buy furniture, it was determined that women took an active role when consumers bought furniture, and that the level of appreciation increased as the education level increased. It has been observed that all consumers have high expectations about durability of the furniture. As consumers age, the types of units purchased are decreasing and it has been found that durability and functionality are at the forefront rather than the aesthetics of the furniture. Based on these results, manufacturers can make special designs and develop different sales policies by narrowing their target audiences and focusing on these selected target audiences.

Anahtar Kelimeler

• Demographic properties
• Furniture preference
• Furniture consumer

Kaynakça

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