Publication: Narsistik kişilik eğilimi, gösterişçi tüketim ve taklit marka tercihi arasındaki ilişkinin incelenmesi üzerine bir araştırma
Abstract
Satın alma davranışlarına etki eden faktörlerin incelenmesi yıllardır süregelen bir araştırma konusu olmuş ve ilgili literatür incelendiğinde tüketici davranışının rasyonel modellerle yeterince tanımlanamayacağı ortaya çıkmıştır. Bu sonuca dayanarak tüketici davranışlarına bazen rasyonel ve ekonomik sebeplerden ziyade kişilik eğilimleri ile ilgili sebeplerin rehberlik edebileceği tartışma konusu haline gelmiştir. Narsisizm, bu kişilik eğilimlerine bir örnektir. Günümüzde kitlesel üretimin, teknolojinin ve modanın da etkisi ile bireyler tüketim açısından çok fazla seçeneğe sahip olmaktadırlar. Bu seçeneklerin fazla olmasının ortaya çıkardığı durumlardan ilki, toplum içerisindeki bireylerin maddi veya manevi varlıklarını birbirlerine kolaylıkla gösterebilme isteğinin artması olmuştur. Başka bir ifade ile tüketiciler satın aldıkları ürünler ile kendilerini bir vitrin gibi sergilemektedirler. İkinci durumda ise fazla miktarda seçeneğin olması orijinal markaların bilinirliğini artırmış, bunun yanında markalara ilgi gösteren fakat ekonomik veya kişisel tercihleri sebebi ile orijinal ürün satın almak istemeyen tüketicileri taklit ürünlere yöneltmiştir. Bu çalışmada narsistik kişilik eğiliminin taklit marka tercihine etkisi incelenmiştir. Ayrıca pazarlama literatürüne uygun olması amacı ile de örtük narsisizm tercih edilmiştir. Bu çalışmanın ana kütlesini Türkiye’de 18 yaş üstünde kendi gelirini sağlayabilen bireyler oluşturmaktadır. Örnekleme yönteminin seçilmesi aşamasında ise tesadüfi olmayan örnekleme yöntemi içerisinde yer alan kolayda örnekleme yönteminin kullanılmasına karar verilmiş ve yargısal değerlendirmelerde bulunulmuştur. İletilen 548 anket sonucunda araştırma kapsamında analize tabi tutulacak anket sayısı 350 olarak belirlenmiştir.
Factors affecting purchasing behavior have been examined for years, and literature reviews have shown that rational models cannot adequately describe consumer behavior. For this reason, it has become a matter of discussion that the reasons related to personality tendencies rather than rational and economic reasons for consumer behavior can be indicators. Narcissism is an example of these personality tendencies. Today, mass production, technology, and fashion expose individuals to many choices in terms of consumption. As a result of the increase in these options, individuals have become more willing to show their belongings to each other easily. In other words, consumers present themselves as a showcase with the products they buy. In addition, this large number of options has increased the reputation of the original brands. This situation has led consumers- who do not want to buy original products due to various economic or personal preferences- to buy counterfeit products. This study examines the effect of narcissistic personality tendency on counterfeit brand preference. In addition, covert narcissism was examined to make the study suitable for the marketing literature. The population of this study consists of individuals over the age of 18 who can provide their income in Turkey. It was decided to use the convenience sampling method, which is included in the non-random sampling method and judicial evaluations were made. 548 survey results were collected, and the number of surveys to be analyzed within the scope of the research was determined as 350.
Factors affecting purchasing behavior have been examined for years, and literature reviews have shown that rational models cannot adequately describe consumer behavior. For this reason, it has become a matter of discussion that the reasons related to personality tendencies rather than rational and economic reasons for consumer behavior can be indicators. Narcissism is an example of these personality tendencies. Today, mass production, technology, and fashion expose individuals to many choices in terms of consumption. As a result of the increase in these options, individuals have become more willing to show their belongings to each other easily. In other words, consumers present themselves as a showcase with the products they buy. In addition, this large number of options has increased the reputation of the original brands. This situation has led consumers- who do not want to buy original products due to various economic or personal preferences- to buy counterfeit products. This study examines the effect of narcissistic personality tendency on counterfeit brand preference. In addition, covert narcissism was examined to make the study suitable for the marketing literature. The population of this study consists of individuals over the age of 18 who can provide their income in Turkey. It was decided to use the convenience sampling method, which is included in the non-random sampling method and judicial evaluations were made. 548 survey results were collected, and the number of surveys to be analyzed within the scope of the research was determined as 350.