The Role Of Consumer'S Educational Status In Purshasing Decisions: In The Context Of Food And Cosmetic Advertising

It is surely beyond doubt that in terms of businesses, one of the greatest influences of globalization has been an increasingly competitive environment. Businesses trying to keep pace with the competitive environment in the market, are resorting to a number of ways in order to overcome their rivals and to be preferred by consumers. There are many factors influencing consumers' preferences. These take place in a wide range of social factors such as culture, subculture, reference groups, family; psychological factors such as motivation, perception, learning, beliefs and personality and personal factors such as age, gender, income level, occupation and education. The decision process of purchasing for the consumer is related to each other and includes the successive processes of selection, purchase and consumption. Marketing staff think that the most basic steps in this process are pre-purchase, post-purchase and post-purchase activities. When advertisements are considered specifically, marketing staff reveal the needs by suggesting the consumers to buy; direct them to the use of the product or service with the behavior and words in the advertisement text, and try to make the purchasing happen by letting the consumers to choose. However, the demographic characteristics of the consumers differentiate their views on the elements of advertising design, tool and type. In this study it is aimed to determine how important and preliminary it is to determine the consumers’ purchasing behaviors by evaluating the views of the ultimate consumers on advertising, according to their educational status. In accordance with this purpose, a field research was conducted in Nicosia, Gazimagusa and Girne districts of the TRNC through face-to-face interviews. The research data were obtained by the help of the scale which was developed by the researchers themselves in accordance with the literature and previous researches; tested by the reliability and validity analyzes..