MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA

Öz

Toplumda bireylerin materyalist eğiliminin bilinmesi, devlet politikalarını veya pazarlama stratejilerini geliştirenlerden sosyal bilim araştırmacılarına kadar farklı kesimleri yakından ilgilendirmektedir. Sahip olduğu özellikler itibariyle birbirinden ayrılan kuşaklarda materyalist eğilimin ve konu ile ilgili olduğu düşünülen marka bilinci ve paraya verilen önemin farklılaşıp farklılaşmadığı, eski kuşaklardan yeni kuşaklara doğru bahsi geçen konularda belirgin bir yükseliş ve azalmanın olup olmadığı bilgisi bu nedenle önem taşımaktadır. Söz konusu sorulara cevap bulmak amacıyla gerçekleştirilen bu çalışmada, X, Y ve Z kuşağı temsilcisi 463 katılımcıdan toplanan veriler ANOVA ve frekans analizlerine tabi tutulmuş; bulgular, Z kuşağının diğer kuşaklara göre anlamlı derecede daha materyalist, paraya daha fazla önem veren, anlamlı çıkmasa da marka bilinci daha yüksek kuşak olduğunu ortaya koymuş, X ve Y kuşakları arasında değişkene göre farklılıklar bulunmuştur. Her üç kuşakta da paraya verilen önem, materyalist eğilimin boyutları arasında da mutluluk boyutu diğerlerinden yüksek çıkmıştır. Bulguların, kamu ve özel sektörde geliştirilecek stratejilerde ve gelecek araştırmalarda faydalı olacağı düşünülmektedir.

Anahtar Kelimeler

• Materyalist Eğilim
• Marka Bilinci
• Paraya Verilen Önem
• X Kuşağı
• Y Kuşağı
• Z Kuşağı

X, Y, Z OF MATERIALISM! A COMPARATIVE STUDY AMONG GENERATIONS ON MATERIALIST TENDENCY, BRAND AWARENESS AND IMPORTANCE OF MONEY

Öz

Knowledge about materialist tendencies of individuals in societies concern different parties like state policy makers, marketing strategy developers or social science researchers. For this reason, knowing whether the materialist tendency, brand awareness and the importance of money differentiates or not among various generations as well as a presence of a general ascent or descent tendency from the old generations to the new generations regarding mentioned topics is crucial. In this research answering these questions, the data taken from 463 Gen X, Y and Z participants were analyzed through ANOVA and frequency tests. The results revealed that Gen Z has significantly higher materialist tendencies and gives more importance to the money than the other generations. There are differences between Gen X and Gen Y according to the variable. Importance of money was of the first rank among all three topics for all generations and the happiness has the highest score among three generations. Results are hoped to be useful for the strategies developed in public and private sectors and also for the future research.

Anahtar Kelimeler

• Materialist Tendency
• Brand Awareness
• Importance of Money
• Gen X
• Gen Y
• Gen Z

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