TÜKETİCİLERİN KİŞİLİK ÖZELLİKLERİ İLE DEMOGRAFİK ÖZELLİKLERİ VE PLANSIZ SATIN ALMA DAVRANIŞI ARASINDAKİ İLİŞKİLERİN ARAŞTIRILMASI: BİR KOZMETİK MAĞAZASI ÖRNEĞİ

Year 2019, Volume: 6 Issue: 3, 199 - 218, 25.03.2019

Damla Yılmazoğlu Bayram Topal

Abstract

Bu
araştırmanın amacı tüketicilerin kişilik özellikleri ile mağaza içi satın alma
davranışı arasındaki ilişkiyi belirlemektir. Araştırmada kolayda örneklem
yönetimiyle seçilmiş 800 kişiye anket uygulaması yapılmıştır. Araştırmada veri
toplama aracı olarak anket formu kullanılmıştır. Veri analizi için SPSS 22.0
paket programı kullanılmıştır. Araştırma sonuçlarına göre kişilik özellikleri
dışadönüklük, uyumluluk, sorumluluk, yeniliklere açık olma boyutları ile
plansız satın alma davranışı arasında pozitif yönde anlamlı bir ilişki
saptanmıştır. Kişilik özellikleri sorumluluk boyutu cinsiyete ve gelir
seviyesine göre; yeniliklere açık olma boyutu cinsiyet, medeni durum ve eğitim
seviyesine göre; duygusal denge boyutu medeni durum ve mesleğe göre;
dışadönüklük boyutu yaş, eğitim seviyesi, gelir düzeyi ve mesleğe göre;
uyumluluk boyutu ise yaş, eğitim, gelir ve mesleğe göre anlamlı farklılıklar
göstermektedir. 

Keywords

Kişilik Özellikleri, Plansız Satın Alma Davranışı, Demografik Özellikler

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