Research to Examine Differences in Consumers’ Impulse Buying Behavior in terms of Demographic Characteristics

Yıl 2019, Cilt: 14 Sayı: 20, 817 - 846, 31.12.2019

Gamze Akçay Erkan Özdemir

https://doi.org/10.26466/opus.596873

Cited By: 2

Öz

In the marketing
literature, impulse buying behavior has been investigated since the 1950s. In
these studies, it was frequently investigated whether the consumers’ impulse
buying behavior differed according to demographic characteristics. However,
especially in Turkey, studies investigating consumers’ impulse buying behavior
in terms of all demographic characteristics such as gender, marital status, age,
education status, and income are quite limited. The aim of this study is to
determine whether consumers’ impulse buying behavior differs according to
demographic characteristics such as gender, marital status, age, education
status, and income. Research data were collected from consumers in Bursa by a
face-to-face survey. The data were
analyzed by t-test and ANOVA. The results of the analysis, it was found
that consumers’ impulse buying behavior shows significant differences according
to gender and age, however, no significant difference according to marital
status, education status, and income. According to this finding, female
consumers exhibit more impulse buying behavior than male consumers and
consumers of 51 and overages exhibit less impulse buying behavior than other consumers.

Anahtar Kelimeler

Impulse Buying Behavior, Demographic Characteristics, ANOVA, t-Test

Demografik Özellikler Açısından Tüketicilerin Plansız Satın Alma Davranış Farklılıklarını İncelemeye Yönelik Bir Araştırma

Öz

Pazarlama literatüründe, plansız satın alma
davranışı 1950’li yıllardan beri araştırılmaktadır. Bu çalışmalarda,
tüketicilerin plansız satın alma davranışının demografik özelliklere göre
farklılık gösterip göstermediği sıklıkla araştırılmıştır. Ancak, özellikle
Türkiye’de tüketicilerin plansız satın alma davranışını cinsiyet, medeni durum,
yaş, eğitim durumu ve gelir gibi demografik özelliklerin tümü açısından araştıran
çalışmalar oldukça kısıtlıdır. Bu çalışmanın amacı, cinsiyet, medeni durum, yaş,
eğitim durumu ve gelir gibi demografik özelliklere göre tüketicilerin plansız
satın alma davranışının farklılık gösterip göstermediğini belirlemektir. Araştırma
verileri Bursa’daki tüketicilerden yüz yüze anket yöntemiyle toplanmıştır. Elde
edilen veriler, t-testi ve Varyans Analizi (ANOVA) kullanılarak analiz
edilmiştir. Analiz sonucunda, tüketicilerin plansız satın alma davranışının
cinsiyet ve yaşa göre anlamlı farklılık gösterdiği, ancak medeni durum, eğitim
durumu ve gelire göre anlamlı farklılık göstermediği bulunmuştur. Bu bulguya
göre, kadın tüketiciler erkek tüketicilere göre daha fazla plansız satın alma
davranışı gösterirken, 51 ve üzeri yaş grubunda olan tüketiciler diğer tüketicilere
göre daha az plansız satın alma davranışı göstermektedirler.

Anahtar Kelimeler

Demografik Özellikler, Plansız Satın Alma Davranışı, ANOVA, t-Testi

Kaynakça

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