Yıl 2021, Cilt 19 , Sayı 2, Sayfalar 102 - 129 2021-06-30

X, Y, Z OF MATERIALISM! A COMPARATIVE STUDY AMONG GENERATIONS ON MATERIALIST TENDENCY, BRAND AWARENESS AND IMPORTANCE OF MONEY
MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA

Filiz EROĞLU [1] , Figen KILIÇ [2]


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.

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.
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Orcid: 0000-0002-3223-953X
Yazar: Filiz EROĞLU
Kurum: Çanakkale Onsekiz Mart Üniversitesi, Biga İktisadi ve İdari Bilimler Fakültesi
Ülke: Turkey


Orcid: 0000-0002-4578-4131
Yazar: Figen KILIÇ (Sorumlu Yazar)
Kurum: Çanakkale Onsekiz Mart Üniversitesi, Biga Meslek Yüksekokulu
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 30 Haziran 2021

Bibtex @araştırma makalesi { yead884649, journal = {Yönetim ve Ekonomi Araştırmaları Dergisi}, issn = {2148-029X}, eissn = {2148-029X}, address = {}, publisher = {Bandırma Onyedi Eylül Üniversitesi}, year = {2021}, volume = {19}, pages = {102 - 129}, doi = {10.11611/yead.884649}, title = {MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA}, key = {cite}, author = {Eroğlu, Filiz and Kılıç, Figen} }
APA Eroğlu, F , Kılıç, F . (2021). MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA . Yönetim ve Ekonomi Araştırmaları Dergisi , 19 (2) , 102-129 . DOI: 10.11611/yead.884649
MLA Eroğlu, F , Kılıç, F . "MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA" . Yönetim ve Ekonomi Araştırmaları Dergisi 19 (2021 ): 102-129 <https://dergipark.org.tr/tr/pub/yead/issue/64113/884649>
Chicago Eroğlu, F , Kılıç, F . "MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA". Yönetim ve Ekonomi Araştırmaları Dergisi 19 (2021 ): 102-129
RIS TY - JOUR T1 - MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA AU - Filiz Eroğlu , Figen Kılıç Y1 - 2021 PY - 2021 N1 - doi: 10.11611/yead.884649 DO - 10.11611/yead.884649 T2 - Yönetim ve Ekonomi Araştırmaları Dergisi JF - Journal JO - JOR SP - 102 EP - 129 VL - 19 IS - 2 SN - 2148-029X-2148-029X M3 - doi: 10.11611/yead.884649 UR - https://doi.org/10.11611/yead.884649 Y2 - 2021 ER -
EndNote %0 Yönetim ve Ekonomi Araştırmaları Dergisi MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA %A Filiz Eroğlu , Figen Kılıç %T MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA %D 2021 %J Yönetim ve Ekonomi Araştırmaları Dergisi %P 2148-029X-2148-029X %V 19 %N 2 %R doi: 10.11611/yead.884649 %U 10.11611/yead.884649
ISNAD Eroğlu, Filiz , Kılıç, Figen . "MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA". Yönetim ve Ekonomi Araştırmaları Dergisi 19 / 2 (Haziran 2021): 102-129 . https://doi.org/10.11611/yead.884649
AMA Eroğlu F , Kılıç F . MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA. Yönetim ve Ekonomi Araştırmaları Dergisi. 2021; 19(2): 102-129.
Vancouver Eroğlu F , Kılıç F . MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA. Yönetim ve Ekonomi Araştırmaları Dergisi. 2021; 19(2): 102-129.
IEEE F. Eroğlu ve F. Kılıç , "MATERYALİST EĞİLİMİN X, Y, Z’Sİ! MATERYALİST EĞİLİM, MARKA BİLİNCİ VE PARAYA VERİLEN ÖNEM ÜSTÜNEKUŞAKLARARASI KARŞILAŞTIRMALI BİR ARAŞTIRMA", Yönetim ve Ekonomi Araştırmaları Dergisi, c. 19, sayı. 2, ss. 102-129, Haz. 2021, doi:10.11611/yead.884649