Kuşaklara göre tüketicilerin satın alma karar stillerinin tekrar satın alma niyeti üzerindeki etkileri: Giyim sektöründe bir araştırma
Loading...
Files
Date
2018-10-17
Authors
Kılıç, Hande Arıkan
Journal Title
Journal ISSN
Volume Title
Publisher
Bursa Uludağ Üniversitesi
Abstract
Kuşaklar arasındaki farklılığa duyulan ilgi 21. Yüzyıldan itibaren yoğun bir şekilde başlamıştır. Bulunduğu kuşağa göre bireyler farklı özelliklere sahip olduklarından ve farklı davranışlar sergilediklerinden bu durum onların tüketici olarak karar alma stillerinde de farklılıklara neden olmaktadır. Bu çerçevede bu çalışmanın amacı, Bebek Patlaması, X ve Y Kuşağı'nda yer alan tüketicilerin giyim alışverişleri için kalite, marka ve moda/yenilik karar alma stillerinin tekrar satın alma niyetine olan etkilerini araştırmaktır. Araştırmada Sproles ve Kendall'ın 1986 yılında geliştirmiş oldukları Tüketici Stilleri Envanteri'nde yer alan karar alma stillerinden kalite, marka ve moda/yenilik bilinci karar alma stilleri kullanılmıştır. Kolayda örnekleme yönteminin kullanıldığı bu araştırmanın örneklemini, Bursa ilinde yaşayan ve giyim alışverişi yapan 18-72 yaş aralığında yer alan tüketiciler (Bebek Patlaması Kuşağı, X ve Y Kuşağında yer alan) oluşturmuştur. Tüketicilerin kuşaklarına göre kalite, marka bilinci ve moda/yenilik karar alma stillerinin tekrar satın alma niyeti üzerinde etkilerini ölçmek için yapısal eşitlik modellemesi gerçekleştirilmiştir. Bulgulara göre Bebek Patlaması Kuşağı tüketicilerinin sahip oldukları kalite bilincinin; X Kuşağı tüketicilerinin sahip oldukları kalite ve marka bilincinin ve Y Kuşağı tüketicilerinin marka bilinci karar alma stilinin tekrar satın alma niyeti üzerinde etkili olduğu saptanmıştır. Araştırma sonucunda kuşaklara göre tüketici karar alma stillerinin etkileri ortaya konulmuştur. Elde edilen sonuçlar, işletmelerin hedef pazara uygun etkin pazarlama stratejileri, pazar bölümlendirme ve konumlandırma stratejileri geliştirebilmelerinde yol göstericidir.
The interest in the difference between generations has begun intensively since the 21st century. According to the generations, individuals have different characteristics and behave differently, this situation causes differences in their decision making styles as consumers. In this context the aim of this study is to investigate the effects of quality, brand and novelty/fashion decision making styles on repurchase intention for the clothing shopping of consumers in the Baby Boomer, X and Y Generations. In the research, quality, brand and fashion/novelty awareness decision-making styles were used from the decision-making styles of Sproles and Kendall in the Consumer Styles Inventory developed by them in 1986. The sample of this study, in which the convenience sampling method was used, consisted of consumers in the 18-72 age group (in Baby Boomer Generation, X and Y Generation) who live in Bursa and make clothing shopping. In order to measure the effects of quality, brand awareness and fashion/novelty decision-making styles on the repurchase intention of consumers according to generations, structural equation modeling was performed. According to the findings, it was determined that the quality awareness of Baby Boom Generation consumers; quality and brand awareness of Generation X consumers and the brand awareness of Generation Y consumers have an impact on repurchase intention. As a result of the research, the effects of consumer decision making styles according to the generations were revealed. The obtained results are guiding the businesses in developing the effective marketing strategies, market segmentation and positioning strategies appropriate to the target market.
The interest in the difference between generations has begun intensively since the 21st century. According to the generations, individuals have different characteristics and behave differently, this situation causes differences in their decision making styles as consumers. In this context the aim of this study is to investigate the effects of quality, brand and novelty/fashion decision making styles on repurchase intention for the clothing shopping of consumers in the Baby Boomer, X and Y Generations. In the research, quality, brand and fashion/novelty awareness decision-making styles were used from the decision-making styles of Sproles and Kendall in the Consumer Styles Inventory developed by them in 1986. The sample of this study, in which the convenience sampling method was used, consisted of consumers in the 18-72 age group (in Baby Boomer Generation, X and Y Generation) who live in Bursa and make clothing shopping. In order to measure the effects of quality, brand awareness and fashion/novelty decision-making styles on the repurchase intention of consumers according to generations, structural equation modeling was performed. According to the findings, it was determined that the quality awareness of Baby Boom Generation consumers; quality and brand awareness of Generation X consumers and the brand awareness of Generation Y consumers have an impact on repurchase intention. As a result of the research, the effects of consumer decision making styles according to the generations were revealed. The obtained results are guiding the businesses in developing the effective marketing strategies, market segmentation and positioning strategies appropriate to the target market.
Description
Keywords
Kuşak, Bebek patlaması kuşağı, X kuşağı, Y kuşağı, Karar alma stilleri, Giyim sektörü, Yapısal eşitlik modellemesi, Generation, Baby boomer, Generation, Generation X, Generation Y, Decision making styles, Clothing industry, Structural equation modeling
Citation
Kılıç, H. A. (2018). Kuşaklara göre tüketicilerin satın alma karar stillerinin tekrar satın alma niyeti üzerindeki etkileri: Giyim sektöründe bir araştırma. Yayınlanmamış doktora tezi. Bursa Uludağ Üniversitesi Sosyal Bilimler Enstitüsü.