Shopping Orientations for Apparel: A Research on Female Consumers in Adana

Yıl 2015, Cilt: 5 Sayı: 2, 205 - 214, 27.10.2015

Hatice Doğan Südaş , Serap Çabuk

Öz

As known, dressing is one of the man's basic needs. Dressing particularly affects the individual's perception of their appearance. In addition, clothing meets the psychological and sociological needs of people (Ersoy, Arpacı and Demirci, 2004). People use clothing to identify themselves with a social class, project a positive image and as a means to improve their overall appearance (Alexander, Jo Connell and Presley, 2005). Clothing industry has a great contribution to the Turkish economy. The apparel production was quite widespread and advanced in the 16th century in Turkey, while it had developed more when we come to the 20th century (Turkish Clothing Industry, 2011). The Turkish apparel retail industry had total revenues of $13.5bn in 2014, representing a compound annual growth rate (CAGR) of 15.6% between 2010 and 2014 (Apparel Retail in Turkey, 2015). The apparel retail industry consists of the sale of all menswear, womenswear and childrenswear. Especially, female consumers are an important target market for companies because of the increased spending power. Understanding the orientations that drive female consumers’ interest in shopping will provide apparel marketers with information that can be used to develop targeted promotional campaigns in order to foster increased consumption (Kim, Lee and Park, 2014). The current study is intended to extend our understanding of consumers by identifying orientations and to ascertain whether different orientations influence consumption across different ages and income levels. It was intended that the results would serve as a basis for further studies. This study will benefit the apparel industry and the field of apparel marketing by contributing to the development of a knowledge base regarding the shopping orientations.

Anahtar Kelimeler

Shopping, Orientations, Female consumers, Apparel, Expenditures.

Shopping Orientations for Apparel: A Research on Female Consumers in Adana

Öz

Kadınlar artan satın alma güçleri sebebiyle şirketler için önemli bir hedef kitle olmaktadır. Bu çalışmanın amacı kadın tüketicilerin alışveriş oryantasyonlarını yaş ve gelir durumlarına göre karşılaştırmaktır. Kalite/marka, fiyat, rekreasyon, kolaylık, sosyal ve moda oryantasyonları çalışmada incelenmiştir. Adana ilinde yaşayan 540 kadın tüketici çalışmaya katılmıştır. Katılımcılar Yu and Zhou (2009) ve Cho and Workman (2013) çalışmalarında yer alan ölçeklerden geliştirilmiş ölçeği cevaplandırmıştır. Ayrıca, demografik sorular ve alışveriş sıklıkları ve tüketimleri ile ilgili sorular katılımcılara sorulmuştur. Yaş ve gelir grupları arasında alışveriş oryantasyonları bakımından anlamlı farklılıklar olduğu görülmektedir. Sonuç ve çıkarımlar giysi pazarlamacıları tarafından farklı alışveriş oryantasyonları arasındaki farklılığın nasıl yorumlanabileceğine ışık tutmaktadır.

Anahtar Kelimeler

Alışveriş, Oryantasyonlar, Kadın tüketiciler, Giyim, Harcamalar

Kaynakça

• Alexander, M., Jo Connell, L., and Beth Presley, A. (2005). Clothing Fit Preferences of Young Female Adult Consumers. International Journal of Clothing Science and Technology, 17(1), 52-64.
• Apparel Retail in Turkey (2015). http://www.marketresearch.com/MarketLine-v3883/Apparel- Retail-Turkey-9042942/. 22.05.2015.
• Casidy, R. (2012). Discovering Consumer Personality Clusters in Prestige Sensitivity and Fashion Consciousness Context. Journal of International Consumer Marketing, 24(4), 291- 299.
• Cho, S. and Workman, J. E. (2013). Shopping Orientations of Young South Korean and Us Consumers. Journal of International Consumer Marketing, 25(5), 319-331.
• Ersoy, A. F., Arpacı, F., and Demirci, A. (2004). Üniversite Öğrencilerinin Giysi ve Ayakkabı Tüketiminde Markaya Yönelik Davranış Ve Tercihleri. Gazi Üniversitesi Endüstriyel Sanatlar Eğitim Fakültesi Dergisi, 14, 1-12.
• Hennigs, N., Wiedmann, K. P., Klarmann, C., Strehlau, S., Godey, B., Pederzoli, D., and Oh, H. (2012). What is the Value of Luxury? A Cross‐Cultural Consumer Perspective. Psychology and Marketing, 29(12), 1018-1034.
• Kim, Y. K., Lee, M. Y., and Park, S. H. (2014). Shopping Value Orientation: Conceptualization and Measurement. Journal of Business Research, 67(1), 2884-2890.
• Korgaonkar, P. K. (1981). Shopping Orientations, Importance of Store Attributes, Demographics and Store Patronage: A Multivariate Investigation. Akron Business and Economic Review, 12(4), 34–38.
• Li, H., Kuo, C., and Rusell, M. G. (1999). The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior. Journal of Computer‐Mediated Communication, 5(2).
• Souiden, N., M’Saad, B., and Pons, F. (2011). A Cross-cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories. Journal of International Consumer Marketing, 23(5), 329-343.
• Sprotles, G. B. and Kendall, E. L. (1986). A Methodology for Profiling Consumers' Decision‐Making Styles. Journal of Consumer Affairs, 20(2), 267-279. Turkish Clothing Industry (2011).
• http://www.itkib.org.tr/english/about/sectors/ready/Turkish_clothing_ind_2011_annual_fiili.pdf, 22.05.2015.
• Wiedmann, K. P., Hennigs, N., and Siebels, A. (2007). Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework. Academy of Marketing Science Review, 7(7), 333-361.
• Yu, J. and Zhou, J. X. (2009). Segmenting Young Chinese Consumers Based on Shopping- Decision Styles: A Regional Comparison. Journal of International Consumer Marketing, 22(1), 59-71.