The Effects Of Advertising And Retail Efforts On Decision Making Styles Of Young Consumers

Year 2019, Volume: 7 Issue: 4, 219 - 229, 27.08.2019

Mehmet Said Köse , Melih Başkol

https://doi.org/10.18506/anemon.468463

Abstract

The aim of this research is to determine the decision-making styles of
young consumers based on consumers' decision-making inventory, and to measure
the impact of the company's advertising and retail efforts on the determined
decision-making styles. A structured questionnaire was applied to 443 selected
university students using the convenience sampling method. Exploratory and
confirmatory factor analysis is used to validate the CSI. Data analysis was
performed by the Structural Equation Model (SEM) and support was found for six
decision- making styles from the original consumer decision making styles inventory
(perfectionist, high quality, confused by over-choice, habitual/brand loyal,
novelty/fashion, and recreation conscious) and one new decision- making style
is developed (celebrity endorsement). Research has shown that advertising and
retail efforts significantly affect consumers' decision-making styles.

Keywords

Decision making styles, Young consumer, Advertising, Retail efforts

Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi

Abstract

Bu
araştırmanın amacı, tüketicilerin karar alma tarzları envanterine dayalı olarak
genç tüketicilerin karar alma tarzlarını belirlemek ve şirketlerin reklam ve
perakende çabalarının belirlenen karar alma tarzları üzerindeki etkilerini
ölçmektir. Kolayda örnekleme yöntemi kullanılarak seçilen 443 üniversite
öğrencisine yapılandırılmış bir anket uygulanmıştır. Tüketici karar alma tarzı
envanterini doğrulamak için açıklayıcı ve doğrulayıcı faktör analizi
kullanılmıştır. Verilerin analizi Yapısal Eşitlik Modeli (YEM) ile
gerçekleştirilmiş ve orijinal tüketici karar verme tarzları envanterinde yer
alan (mükemmeliyetçi/yüksek kalite odaklı, seçenek karmaşası, alışkanlık/marka
bağımlısı odaklı, marka odaklı, yenilikçi/moda odaklı ve fiyat odaklı) altı
karar alma tarzı sonuçlarla desteklenmiştir ve yeni bir karar alma tarzı  (ünlü kabulüne dayanan karar alma tarzı)
belirlenmiştir. Araştırma sonuçlarına göre reklam ve perakende çabalarının
tüketicilerin karar alma tarzlarını anlamlı şekilde etkilediği belirlenmiştir. 

Keywords

Karar Alma Tarzları, Genç tüketici, Reklam, Perakende çabaları

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