Publication: The shopping styles of İstanbul citiziens during the economic crisis
Abstract
Tüketici satın alma davranışı oldukça karmaşık bir süreçtir. Satın alma eylemini gerçekleştirirken tüketici, birçok iç ve dış değişkenin etkisi ile kararlarını alır. Tüketicinin problem çözme şekli ve seçtigi yöntem bir tarz geliştirmesini sağlar. Geliştirilen bu tarz, tüketicinin temel satın alma kararına yönelik tutumlarını açıklar ve istikrarlıdır. Tüketicinin satın alma tarzının gelişmesinde kişiliginin, yaşam şeklinin, değerlerinin önemli katkıları vardır. Bu çalışmada, İstanbul vatandaşlarının ekonomik kriz dönemindeki yaşam tarzı aktivitileri için yaptıkları harcamalar ve alışveriş tarzları araştırılıp incelenmiştir. Farklı tüketici satın alma tarzlarını araştırmak için Sproles ve Kendall (1986) tarafından oluşturulan “Tüketici Stilleri Envanteri” uygulanmıştır. Bu çalışmada, ekonomik krizin tüketicilerin gelir ve genel harcamalarına olan etkisini bulmak, ekonomik kriz döneminde tüketicilerin yaşam tarzı aktivitileri için yaptıkları harcamaların değişimini anlamak ve tüketicilerin kriz dönemindeki satın alma tarzlarını belirlemek hedeflenmiştir. Yapılan analizler sonucu, tüketicilerin yaşam tarzı aktiviteleri için yaptıkları harcamalar, krizden orta düzeyde etkilenmiştir. Buna ek olarak, ekonomik kriz döneminde tüketiciler “Fiyat Bilinçli“ ve “Mükemmeliyetçi/ Yüksek Kalite Bilinçli”dir. Ekonomik Kriz, Tüketici Alışveriş Tarzı, Tüketici Yaşam Tarzı
The purchasing behavior of the consumer is a quite complex process. The consumer makes a decision with the participation of some internal and external factors. The consumer’s problem solving way provides his/ her to develop a style. This style explains the attitudes of consumer towards his/ her basic purchasing decision and it is stable. In the development of the decision-making style of consumer, his/ her personality, life style and values have important contributions. The present dissertation is focused on researching and analyzing the Istanbul citizens’ spending on lifestyle activities and their shopping styles during economic crisis period. Consumer Style Inventory (CSI), developed by Sproles and Kendall (1986) for examining different consumer decision-making styles, was adapted. In this study, it is aimed to investigate the effect of economic crisis on consumers’ income and spending in general, understand the changes of consumers’ spending on lifestyle activities during economic crisis period and identify consumers decision making/ shopping styles during economic crisis period. As a result of the analysis, it is found that consumers’ spending on lifestyle activities are somewhat affected by economic crisis. In addition, consumers are “Price Conscious” and “Perfectionist/ High Quality Conscious” in economic crisis period. Key Words: Economic Crisis, Consumer Shopping Style, Consumer Lifestyle
The purchasing behavior of the consumer is a quite complex process. The consumer makes a decision with the participation of some internal and external factors. The consumer’s problem solving way provides his/ her to develop a style. This style explains the attitudes of consumer towards his/ her basic purchasing decision and it is stable. In the development of the decision-making style of consumer, his/ her personality, life style and values have important contributions. The present dissertation is focused on researching and analyzing the Istanbul citizens’ spending on lifestyle activities and their shopping styles during economic crisis period. Consumer Style Inventory (CSI), developed by Sproles and Kendall (1986) for examining different consumer decision-making styles, was adapted. In this study, it is aimed to investigate the effect of economic crisis on consumers’ income and spending in general, understand the changes of consumers’ spending on lifestyle activities during economic crisis period and identify consumers decision making/ shopping styles during economic crisis period. As a result of the analysis, it is found that consumers’ spending on lifestyle activities are somewhat affected by economic crisis. In addition, consumers are “Price Conscious” and “Perfectionist/ High Quality Conscious” in economic crisis period. Key Words: Economic Crisis, Consumer Shopping Style, Consumer Lifestyle