GENÇLERİN KİŞİSEL DEĞERLERİ İLE SATIN ALMA TARZLARI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİ

Öz

Tüketici birçok iç ve dış etkenin katılımı ile kendine en uygun tarzı belirler. Geliştirilen bu tarz, tüketicinin temel satın alma kararına yönelik tutumlarını açıklar. Tüketicilerin satın alma tarzının şekillenmesinde rol oynayan değişkenlerden birisi de kişisel değerlerdir. Tüketiciler kişisel değerlerini destekleyen tarzda alışverişler yapmaktadırlar. Bu çalışmada günümüz genç pazarının Y kuşağının satın alma tarzları ve kişisel değerler arasındaki ilişkiyi incelemek amaçlanmıştır. Çünkü gençler sahip oldukları özellikler dolayısıyla ayrı bir pazar olarak değerlendirilmektedirler. Bunun yanında Y kuşağının üyeleri olan günümüzün gençlerinin oldukça zor ve dikkat edilmesi gereken bir pazar olduğu belirtilmektedir. Bu nedenle çalışmada gençlerin satın alma tarzları ve kişisel değerleri arasındaki ilişkiyi incelemek ve yetişkin pazarlarına göre ne gibi farklılıklar gösterdiklerini incelemek amaçlanmıştır. Araştırmanın ana kitlesini Atatürk Üniversitesinde eğitim gören gençler oluşturmuştur. Yapılan analiz sonucu gençlerin kişisel değerleri ile satın alma tarzları arasında ilişki olduğu belirlenmiştir. Güçlü, başarılı ve çevresi ile yakın ilişkiler içerisinde olmak isteyen gençler aldıkları ürünlerde mükemmeli aramakta ve alışkın oldukları marka ve mağazaları tercih etmektedirler

Anahtar Kelimeler

• Tüketici davranışı,Satın alma tarzı,Y kuşağı,Kişisel değerler,Değerler Listesi LOV

DETERMINATION OF RELATIONSHIPS BETWEEN YOUNG PEOPLES’ VALUES AND DECISION MAKING STYLES

Öz

The consumer determines a decision-making style with the participation of some internal and external factors. This style explains the attitudes of consumer towards his/her basic purchasing decision. The personal values are one of the factors that effect consumer decision-making sytle. Consumers do shopping support theır personal values. In this study, it is aimed to investigate the relationship between values and decision-making styles of young people Y generation . Because of these young people have some characteristic they are assessed different sub market. In addition to the this it is mentioned that young people of Y generation’s members is hard at work and a market that have to be carefull. For this reason in this study, it is aimed to investigate the relationship between values and decision-making styles of young people Y generation and determine whether there is a difference according to the adults market. The population of the study was consisted of students of Erzurum Atatürk University. As a result of the analysis, it was found that there is a relationship between decision-making styles and personal values of Y generation’s members

Anahtar Kelimeler

• Consumer Behavior, Decision making style, Personal Values, List of Values LOV .

Kaynakça

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