THE COMPARISON OF CONSUMERS' VALUES AND LIFESTYLES ACCORDING TO FREQUENCY OF VISITING SHOPPING CENTERS: MALATYA PROVINCE EXAMPLE

Year 2017, Volume: 3 Issue: 1, 707 - 715, 30.06.2017

Yildirim Yildirim , Onder Kethuda

https://doi.org/10.17261/Pressacademia.2017.647

Abstract

The purpose of this study is to compare values and
lifestyles the consumers according to the frequency of visits to shopping
centers. Furthermore, determining the lifestyles of the people who visit
shopping centers is another object of the research. The questionnaire was used
as data collection tool. The questionnaire contains questions to learn about
participants' values, lifestyles and demographics. The population of the study
consists of people over 17 years old and living in the Battalgazi and Yeşilyurt
districts of Malatya. Kota sampling method, one of the non-random sampling
methods, has been used as sampling method in the research. Data were collected
from 450 individuals in the population and the data were analyzed by SPSS. The
findings indicate that values and lifestyles of consumers differ according to
their visiting frequency of shopping centers. From the value perspective, it
has been seen that those who visit the shopping center "every day"
predominate the values of happiness, pleasure, excitement and self-esteem in
life. When it is evaluated in terms of lifestyle, it is seen that discount
followers do not go to the shopping centers much, but consumers who follow
brand and fashion trends, the innovations and technology and identified as a
leader, visit the shopping center every day. The results of this research might
bring a new perspective to administrations of shopping centers by showing what
values and lifestyles motivate people to visit shopping centers. Results might
play an important role in attracting more consumers to shopping centers. 

Keywords

Consumer behaviours, values, lifestyles, shopping centers, frequency of shopping centers

References

• Akat, Ö., Taşkın, Ç. ve Özdemir, A. (2016). “Uluslararası Alışveriş Merkezi Tüketicilerinin Satın Alma Davranışı: Bursa İlinde Bir Uygulama” Sosyal Bilimler Dergisi, 2016/2
• Arnold, M. J. ve Reynold, K. E. (2003). “Hedonic shopping motivations”, Journal of Retailing, (79): 77-95
• Babin, B. J. Darden, W. R. ve Griffin, M. (1994). “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, (20): 644-656
• Bloch, P. H., Ridgway, N. M. ve Sherrel, D. L. (1989). “Extending the concept of shopping: An investigation of browsing activity”, Journal of the Academy of Marketing Science, 17 (1): 13– 21.
• Bozgeyikli, H. (2010). “The relationship between high school students’ psychological needs and human value perceptions”, Procedia Social and Behavioral Sciences, (9): 1798–1804
• Catalin, M. C. ve Andreea, P. (2014). “Brands as a mean of consumer self-expression and desired personal lifestyle”, 2nd World Conference on Business, Economics and Management, Procedia – Social and Behavioral Science, (109), ss.103-107
• Çakmak, A. Ç. (2012). “Ziyaretçilerin Alışveriş Merkezlerini Tercih Etme Nedenlerinin Araştırılması: Karabük Şehir Merkezinde Bir Uygulama”, Niğde Üniversitesi İİBF Dergisi, 5(2): 195-215
• El-Adly, M. İ. (2007). “Shopping malls attractiveness: a segmentation approach”, International Journal of Retail & Distribution Management, 35 (11), ss.935-950
• Erkip, F. (2005). “The rise of the shopping mall in Turkey: the use and appeal of a mall in Ankara”, Cities, 22 (2): 89–108
• Gutierrez, B. P. B. (2004). “Determinants of Planned and Impulse Buying: The Case of the Philippines”, Asia Pacific Management Review 9(6), 1061-1078
• Kahle, L. R. (1986). “The Nine Nation of North America and the Value Basis of Geographic Segmentation”, Journal of Marketing, (50), 37-47
• Kahraman, A. B. (2011). “Hacettepe Üniversitesi ile Erciyes Üniversitesi’nde Görev Yapan Öğretim Üyelerinin Tüketim Alışkanlıkları ve Yaşam Tarzı Profilleri”, Hacettepe Üniversitesi Sosyolojik Araştırmalar E-Dergisi.
• Kim, H. Y. ve Kim, Y. K (2008). “Shopping enjoyment and store shopping modes: the moderating influence of chronic time pressure”, Journal of Retailing and Consumer Services, (15): 410-419
• Kim, Y. K. (2002). “Consumer Value: an application to mall and internet shopping”, International Journal of Retail & Distribution Management, 30 (12): 595-602
• Köksal, Y. ve Aydın, E. E. (2015). “Tüketicilerin Alışveriş Merkezleri Algısı Üzerine Karşılaştırmalı Bir İnceleme: Göller Bölgesi Örneği”, Uluslararası Yönetim, İktisat ve İşletme Dergisi, 11(24): 231-248
• Krejcie, R. V. ve Morgan, D. W. (1970). “Determining Sample Size for Research Activities”, Educational and Psychological Measurement, (30), ss.607-610
• Langrehr, F. W. (1991). “Retail shopping mall semiotics and hedonic consumption”, Advances in Consumer Research,(18): 428–433.
• George, D. ve Mallery, P. (2000). SPSS for windows step by step (3rd ed.)., Allyn & Bacon
• NG, C. F. (2003). “Satisfying shoppers’ psychological needs: from public market to cyber-mall”, Journal of Environmental Psychology, (23): 439-55.
• Roy, A. (1994). “Correlates of mall visit frequency”, Journal of Retailing, (70): 139–161.
• Ruiz, J. P., Chebat, J. C. ve Hansen, P. (2004). “Another trip to the mall: a segmentation study of customers based on their activities”, Journal of Retailing and Consumer Services (11): 333-350
• Soininen, M. ve Merisso-Storm, T. (2010). “The lifestyle of the youth, their everyday life and relationships in Finland”, Procedia-Social and Behavioral Science, (2), ss.1665-1669.
• Şentürk, Ü. (2012). “Tüketim Toplumu Bağlamında Boş Zamanların Kurumsallaştırdığı Bir Mekân: Alışveriş Merkezleri”, Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (13): 63-77
• Tabachnick, B. G. ve Fidell, L. S. (1996). Using multivariate statistics (3rd ed.). Boston: Allyn & Bacon
• Taylor, S. L. ve Cosenza, R. M. (2002). “Profiling Later Aged Female Teens: Mall Shopping Behavior and Clothing Choice,” Journal of Consumer Marketing, 19 (5): 393–408.
• Terblanche, N.S. (1999). “The perceived benefits derived from visits to a super regional shopping centre: an exploratory study”, South Africa Journal of Business Management, 30 (4): 141-6.
• Verdil, A. (2007). Mekân-davranış İlişkisinin Dönüşümü: Alışveriş Merkezlerinin Mekânsal Dizim Yöntemiyle İncelenmesi, İstanbul Teknik Üniversitesi Fen Bilimleri Enstitüsü, Yüksek Lisans Tezi
• Vural, T. ve Yücel, A. (2006). “Çağımızın yeni kamusal mekânları olan alışveriş merkezlerine eleştirel bir bakış” İTÜ Mimarlık, Planlama, Tasarım Dergisi, 5 (2): 97-106.
• Wakefield, K. L. ve Baker, J. (1998). “Excitement at the mall: Determinants and effects on shopping response”, Journal of Retailing, (74): 515–540.
• Wong, G., Yu, L. ve Yuan, L. L. (2001). “SCATTR: an instrument for measuring shopping centre attractiveness”, International Journal of Retail & Distribution Management, 29 (2): 76-86.
• Yaraş, E., Özbük, M. Y. ve Göncü, Z. Ü. (2016). “Tüketicilerin Alışveriş Merkezi Tercihlerini Etkileyen Faktörler”, Sosyal ve Ekonomik Araştırmalar Dergisi, (32): 274-285
• Yazıcıoğlu, Y. ve Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Dördüncü Baskı, Detay Yayıncılık: Ankara