TÜKETİCİLERİN GÖSTERİŞÇİ TÜKETİME YÖNELİK TUTUMLARINA GÖRE SINIFLANDIRILMASI

Year 2019, Volume: 22 Issue: 41, 383 - 400, 15.06.2019

Onur Şahin , Süphan Nasır

https://doi.org/10.31795/baunsobed.580621

Cited By: 6

Abstract

Gösterişçi
tüketim davranışı sosyal, demografik, kültürel, ekonomik, coğrafik ve
psikolojik birçok faktörden etkilenmektedir. Tüketici davranışını etkileyen
faktörlerin değişmesiyle birlikte tüketici davranış biçimleri de değişmektedir.
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 sınıflandırılmasıdır. Bu bağlamda
tüketicilerin
gösterişçi tüketime yönelik tutumlarının belirlenmesi amacıyla anket
yapılmıştır. 13 ifadeli gösterişçi tüketim ölçeği anketi 990 kişi tarafından
yanıtlanmıştır. Tüketicilerin gösterişçi tüketime yönelik tutumlarının
sınıflandırılması amacıyla kümeleme analizi uygulanmıştır 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 tüketiciler.

Keywords

Gösterişçi Tüketim, Statü Tüketimi, Veblen Etkisi, Bandwagon Etkisi, Kümeleme Analizi

Classification of Consumers by the Attitudes to the Conspicuous Consumption

Abstract

The conspicuous consumption behaviour is influenced by many factors such
as social, demographic, cultural, economic, geographic and psychological. With
the change of factors, consumer behaviour patterns also change. For this
reason, it is important for marketing to show the differences between consumer
attitudes towards conspicuous consumption. The aim of this study is to examine
the motivation factors that drive consumers to conspicuous consumption and to
classify them according to their attitudes towards the conspicuous consumption.
In this context, a survey was conducted in order to determine the attitudes of
consumers towards conspicuous consumption. The survey of conspicuous
consumption scale with 13 items was answered by 990 people. In order to
classify consumers' attitudes towards conspicuous consumption, clustering
analysis has been applied and four different consumer profiles have been
introduced, which are differentiated for conspicuous consumption: inconspicuous
consumers, bandwagon consumers who want to be social, snob consumers who want
to be different, and conspicuous consumers

Keywords

Conspicuous Consumption, Status Consumption, Veblen Effect, Bandwagon Effect, Cluster Analysis

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