Onur ŞAHİN
(Diğer)
SÜPHAN NASIR
(İstanbul Üniversitesi)
Yıl: 2019Cilt: 22Sayı: 41ISSN: 1301-5265 / 2651-4974Sayfa Aralığı: 383 - 400Türkçe

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TÜKETİCİLERİN GÖSTERİŞÇİ TÜKETİME YÖNELİK TUTUMLARINA GÖRE SINIFLANDIRILMASI
Gösterişçi tüketim davranışı sosyal, demografik, kültürel, ekonomik, coğrafik ve psikolojik birçok faktörden etkilenmektedir. Tüketici davranışını etkileyen faktörlerin değişmesiyle birlikte tüketici davranış biçimleri de de-ğişmektedir. Bu nedenle tüketicilerin gösterişçi tüketim tutumları arasındaki farklılıkların ortaya koyulması pazarlama açısından önemlidir. Bu çalışmanın amacı tüketicileri gösterişçi tüketime yönlendiren motivasyon unsurlarının incelenmesi ve tüketicilerin gösterişçi tüketime yönelik tutumlarına göre sınıf-landırılmasıdır. Bu bağlamda tüketicilerin gösterişçi tüketime yönelik tutum-larının belirlenmesi amacıyla anket yapılmıştır. 13 ifadeli gösterişçi tüketim ölçeği anketi 990 kişi tarafından yanıtlanmıştır. Tüketicilerin gösterişçi tüke-time yönelik tutumlarının sınıflandırılması amacıyla kümeleme analizi uygu-lanmıştır ve gösterişçi tüketime yönelik birbirinden ayrışan dört farklı tüketici profili ortaya koyulmuştur: Gösterişten uzak tüketiciler, sosyal ortama uyan tüketiciler, farklı olmak isteyen tüketiciler ve gösterişçi tüketicilerdir.
Sosyal > İşletme Finans
Sosyal > İletişim
Sosyal > Otelcilik, Konaklama, Spor ve Turizm
Sosyal > İşletme
DergiAraştırma MakalesiErişime Açık
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