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

Author

Listed:
  • Engin Ozgul

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

Abstract

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.

Suggested Citation

  • Engin Ozgul, 2011. "Tuketicilerin Sosyo-Demografik Ozelliklerinin Hedonik Tuketim ve Gonullu Sade Yasam Tarzlari Acisindan Degerlendirilmesi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 11(1), pages 25-38.
  • Handle: RePEc:ege:journl:v:11:y:2011:i:1:p:25-38
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    More about this item

    Keywords

    hedonik tuketim; gonullu sade yasam tarzi;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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