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Tuketicilerin Sosyo-Demografik Ozelliklerinin Hedonik Tuketim ve Gonullu Sade Yasam Tarzlari Acisindan Degerlendirilmesi

  • Engin Ozgul

    ()

    (Dokuz Eylul Universitesi Iktisadi ve Idari Bilimler Fakultesi Isletme Bolumu)

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    Calismada hedonik tuketim nedenleri ve Gonullu Sade Yasam Tarzi arasindaki iliskiler ve bu iki olgu acisindan tuketicilerin sosyo demografik ozelliklerinin belirlenmesi amaclanmistir. Bu amacla hedonik tuketim nedenleri ve gonullu sade yasam tarzi olcekleri kullanilarak Izmir ilinde kota orneklemesi yoluyla 427 kisi ile anket yapilmistir: Arastirmada tuketicilerin hedonik satin almaya iliskin 5 nedene sahip oldugu ve GSYT’nin 4 boyuttan olustugu tespit edilmistir. Hedonik tuketim nedenleri ile GSYT arasindaki iliski analizlerine gore alisveriste macera ve fikir edinme yonelimi yuksek tuketicilerin GSYT’nin belirgin sekilde dusuk oldugu, deger elde etmek ve baskalarini mutlu etme uzerine kurulu bir hedonik davranisa sahip tuketicilerin ise GSYT yonelimleri daha yuksek oldugu tespit edilmistir. Alisverisin sosyallesme olarak gorulmesinin ise GSYT uzerinde genel olarak belirleyici bir ozellik olmadigi ancak bu tuketici grubunun yasamin maddi olmayan yonlerine daha fazla onem verdigi sonucuna varilmistir. GSYT en yuksek grubun karakteristik ozelliklerinin deger yonelimli alisverisler yapan, alisverislerinde baskalarini mutlu etmeyi de amac edinen, egitim ve gelir duzeyi nispeten daha dusuk, orta ve ustu yasta, evli ve kadin tuketiciler oldugu saptanmistir.

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    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 11 (2011)
    Issue (Month): 1 ()
    Pages: 25-38

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    Handle: RePEc:ege:journl:v:11:y:2011:i:1:p:25-38
    Contact details of provider: Web page: http://iibf.ege.edu.tr/ENG/

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