A STUDY ON DETERMINING THE RELATIONSHIPS BETWEEN CONSUMER INNOVATIVENESS AND SHOPPING STYLES

Öz

The success of businesses that offer new products to the market is possible by appealing to consumers who can adapt and use these innovations. Innovative consumers adopted innovations faster than other consumers can be considered a target market for these businesses. To reach innovators and respond to their needs, it is necessary to examine how they behave. Consumers’ shopping style is one of the variables considered to evaluate their behavior. Therefore, businesses targeting innovative consumers can develop successful marketing strategies by determining their shopping styles. From this point of view, this research is aimed to determine the relationships between the innovativeness of consumers and their shopping styles. For this purpose, the study was conducted in Giresun. Based on the results, various suggestions were offered for researchers and practitioners. University students were preferred in the sample selection by considering both the Consumer Style Inventory (CSI), which was developed to quantify shopping styles, and the studies in the literature. The data obtained from 386 students at Giresun University were collected using a survey and analyzed via SPSS 23.0 statistical program. Factor and correlation analysis were used to analyze the data. The study findings indicated that there were significant relationships between cognitive innovativeness and quality and price consciousness in shopping styles. There were also substantial relationships between sensory innovativeness and fashion consciousness and impulsiveness in shopping styles. Accordingly, cognitive innovators consider the products’ price and quality at shopping whereas sensory innovators pay attention to the products’ trendiness and do unplanned buying.

Anahtar Kelimeler

• consumer behaviour
• consumer innovativeness
• cognitive innovativeness
• sensory innovativeness
• consumer shopping styles

TÜKETİCİ YENİLİKÇİLİĞİ VE SATIN ALMA TARZLARI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Öz

Pazara yeni ürün sunan işletmelerin başarısı bu yenilikleri benimseyip kullanabilecek tüketicilere hitap etmesiyle mümkündür. Yenilikleri diğer tüketicilere göre daha hızlı benimseyen yenilikçi tüketiciler bu işletmeler için bir hedef pazar kabul edilebilir. Yenilikçilere ulaşmak ve onların ihtiyaçlarına cevap verebilmek için de, nasıl davrandıklarını incelemek gerekmektedir. Tüketicilerin bir ürünü satın alma tarzları davranışlarnı değerlendirebilmek için ele alınan değişkenlerden biridir. Dolayısıyla yenilikçi tüketicileri hedefleyen işletmeler onların satın alma tarzlarını belirleyerek daha doğru pazarlama stratejileri geliştirebilirler. Buradan hareketle bu araştırmada tüketicilerin yenilikçilik özellikleriyle satın alma tarzları arasındaki ilişkilerin belirlenmesi amaçlanmaktadır. Bu amaçla Giresun ilinde bir anket çalışması yapılmıştır. Elde edilen sonuçlara göre araştırmacılar ve uygulamacılara çeşitli öneriler sunulmuştur. Çalışmanın örneklem seçiminde hem satın alma tarzlarını belirlemek için geliştirilen Tüketici Satın Alma Tarzı Envanteri (CSI) hem de literatürde yapılan çalışmalar dikkate alınarak üniversite öğrencileri tercih edilmiştir. Giresun Üniversitesi’nde okuyan 386 öğrenciye anket uygulanarak veriler toplanmış ve SPSS 23.0 istatistik programı kullanılarak analiz edilmiştir. Verilerin analizinde faktör analizi ve korelasyon analizi kullanılmıştır. Elde edilen sonuçlara göre bilişsel yenilikçilik ile kalite ve fiyat odaklılık satın alma tarzı arasında anlamlı ilişkiler söz konusudur. Ayrıca duygusal yenilikçilik ile son moda odaklılık ve dikkatsizlik satın alma tarzı arasında anlamlı ilişkiler tespit edilmiştir. Buna göre bilişsel yenilikçiler ürün satın alırken fiyat ve kalitesine dikkat etmektedirler. Duygusal yenilikçiler ise ürün satın alırken son moda olmasına önem vermekte ve genellikle plansız alışveriş yapmaktadırlar. 

Anahtar Kelimeler

• tüketici davranışı
• tüketici yenilikçiliği
• bilişsel yenilikçilik
• duygusal yenilikçilik
• satın alma tarzları

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