The Relationship Between Consumer Perception and Consumer Buying Behavior: A Case Study of Libyan Consumer Buying Behavior

Yıl 2020, Cilt: 8 Sayı: 1, 153 - 168, 26.01.2020

Najma M. Shebli Lamin Elarbah

Öz

The study determined whether there is a significant relationship between consumer perception and purchase behavior on TV advertising among students in Tripoli University.
Purposive non-random sampling was conducted to 150 respondents in three different colleges in the University. By using 5 points Likert scale with cross-sectional data, as a sample, and were analyzed in SPSS 23.0 program. Data were analyzed by using different statistical techniques such as descriptive statistic, Correlation analysis, and ANOVA analysis. has been found out that the respondents’ perceptions and their purchase behavior on shopping are both high.
The correlational analysis yielded a highly significant association between their beliefs and behavior at .05 level of significance. It is important for marketers, and entrepreneurs, to consider the fact that students spend more time on the TV adv and that this factor will likely increase the students’ shopping behavior.

Anahtar Kelimeler

Consumer buying behavior, consumer perception

Tüketici Algısı ve Tüketici Satın alma Davranışı İlişkisi: Libya Tüketicilerinin Satın alma Davranışı Üzerine Bir Çalışma

Öz

Çalışma, Trablus Üniversitesi'ndeki öğrenciler arasında TV reklamcılığında tüketici algısı ile satın alma davranışı arasında anlamlı bir ilişki olup olmadığını belirlemek amacıyla gerçekleştirilmiştir.
Üniversitedeki üç farklı kolejde 150 katılımcıya amaçlı rasgele örnekleme yapılmıştır. 5 puan Likert ölçeği kullanılarak kesitsel veriler, örnek olarak ve SPSS 23.0 programında analiz edilmiştir. Veriler tanımlayıcı istatistik, Korelasyon analizi ve ANOVA analizi gibi farklı istatistiksel teknikler kullanılarak analiz edilmiştir. katılımcıların alışverişe ilişkin algılarının ve alışverişe ilişkin satın alma davranışlarının yüksek olduğu bulunmuştur.
Korelasyon analizi .05 anlamlılık düzeyinde inançları ve davranışları arasında oldukça anlamlı bir ilişki sağlamıştır. Pazarlamacılar ve girişimciler için öğrencilerin TV reklamına daha fazla zaman ayırdıklarını ve bu faktörün muhtemelen öğrencilerin alışveriş davranışlarını artıracağını düşünmeleri önemlidir.

Anahtar Kelimeler

Tüketici satın alma davranışı, tüketici algısı

Kaynakça

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