ANALYSIS OF MOTHERS' SELF-CONTROL OF SPENDING FOR THEIR OWN AND THEIR KIDS

Year 2020, Issue: 27, 123 - 140, 08.04.2020

Miray Baybars , Ayla Özhan-dedeoğlu

https://doi.org/10.18092/ulikidince.582720

Cited By: 2

Abstract

Hamileliği takiben annelik kimliğinin inşası ve
müzakeresinde tüketimin rolünün önemi çeşitli çalışmalarda ifade edilmiştir
(bkz. Clarke, 2004:55; Ogle vd., 2013:136; Andersen vd., 2008: 94). Kadınlar
annelik kimliğine geçişi kolaylaştırmak için çeşitli ürün ve hizmetlerden
yardım almaktadırlar. Tüketici öz-kontrolü yiyecek tüketimi, duygusal tepkiler,
odaklanma ve harcamalar gibi farklı alanlarda değerlendirilebilmektedir (Tuk
vd,. 2015). Önemli bir tüketici grubu olan annelerin harcamalarındaki öz-kontrolünün
analizinin hâlihazırda son derece büyük ve halen gelişmekte olan anne-çocuk
pazarı için önemli bulgular ortaya koyacağı beklenmektedir. Bu bağlamda
araştırmanın amacı anneler özelinde tüketicilerin harcama öz-kontrolünün farklı
durumlarda (örneğin kişinin kendisi ve çocuğu için) ne şekilde farklılaştığının
ortaya konmasıdır. Anneler hem kendileri hem de çocukları için harcama
yaptıklarından dolayı araştırma sorusunun aydınlatılması açısından uygun
bulunmuşlar, araştırmanın örneklem grubu olarak bu sebeple
belirlenmişlerdir.  Çalışmanın literatüre
en önemli katkısının tüketicinin harcama öz-kontrolü ve alt boyutları açısından
durumsal olarak farklı davrandığını göstermesi olduğu ifade edilebilir. 

Keywords

Anneler, Öz-Kontrol

Supporting Institution

Ege Üniversitesi Bilimsel Araştırma Projeleri Koordinatörlüğü

Project Number

18-İKT-003

Thanks

Bu proje Ege Üniversitesi Bilimsel Araştırma Projeleri Koordinatörlüğü tarafından 18-İKT-003 kodu ile desteklenmektedir. Desteklerinden ötürü yazarlar Ege Üniversitesi Bilimsel Araştırma Projeleri Koordinatörlüğü’ne teşekkürlerini sunarlar. This project is supported by Ege University Scientific Research Projects Coordination Unit with project number 18-İKT-003. Authors would like to thank Ege University Scientific Research Coordination Unit for their support.

ANALYSIS OF MOTHERS' SELF-CONTROL OF SPENDING FOR THEIR OWN AND THEIR KIDS

Abstract

The importance of consumption in the
construction and negotiation of motherhood identity following pregnancy has
been expressed in several studies (see Clarke, 2004: 55; Ogle et al., 2013:
136; Andersen et al., 2008: 94). Women receive help from a variety of products
and services to facilitate the transition to motherhood identity. Consumer
self-control can be evaluated in different areas such as food consumption,
emotional responses, consumer spending 
etc. (Tuk et al., 2015). It is expected that the analysis of
self-control in expenditures of mothers, an important consumer group, will
reveal important findings for the extremely large and still developing mother-child
market. In this context, the aim of the research is to determine how the
consumption self-control of consumers varies in different situations (eg for
the person and the child). The mothers were found to be a promising sample for
clarifying the research question due to the fact that they spend for both
themselves and their children. It can be stated that the most important
contribution of the study to the literature is that it shows that the consumer
behaves differently in terms of spending self-control and sub-dimensions
depending on the context.

Keywords

Mothers, Self-Control

Project Number

18-İKT-003

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