Alışveriş davranışlarının algılanmasına cinsiyet faktörünün rolü

Abstract

Neden ah~veri~ yapanz?" Bu soruya herkes farkh cevaplar verec:ektir. <;:iinkii ah~veri~lYapmak herkes isoin farkh anlamlar taw. Tiiketici davranI~lan iizerinde yapilan soah~malardan en sook ilgisoeken yonlerden biri de ah~veri~te kadm ve erkek analizleridir. Ah~veri~, kadlll ve erkekler isoin farkhanlamlara geldigi gibi degi~ik ya~ ve degi~ik gelir gruplan isoindeki insanlar isoinde farkh anlamlar ifadeetmektedir.Bu soah~manm amaCl, ah~veri~ davralll~lannlll algllanmasmda cinsiyet faktOriiniin rolUnii saptamak veah~veri~ olgusuna bal(J~ta kadlllla.rla erkekler arasmda ne!iir farkhhklar oldugunu ortaya koymaktlr. Bubaglamda soah~mmlln amasolanlll ~u ~ekilde ifade etmek miimkiindiir:a) Batm alma davralll~lannda kadllliarla erkeklerin farkhhklan nelerdir?b) Kadmlar, ah~veri~te kendilerini ve erkekleri nasil goriiyorlar?c) Erkekler, ah~veri~te kendilerini ve kadlllian nasll gorUyorlar?Bu sorulann cevaplanmaslllda anket yontemi kullanIlml~tJr. Anket sorulannda ki~ilere kendiah~veri~ davral1l~lannm yanlllda kadllliann ve erkelderin genel ah~veri~ davranI~lan ile ilgilisorular yoneltilerek ah~veri~e bakl~ asoilan saptanmaya soah~ilml~tlr. Ki~ilerin ya~, meslek, gelirgibi demografik ozelIiklerin ah~veri~ davranI~lanna etkisi incelenmi~tir. Elde edilen bulgularsonucunda kadmlann ah~veri~ten tiiketimin aynlmaz bir parsoasl oldugu, milk satm alma kararlarlllsoogunun kadmlar tarafmdan verildigi ortaya SOlkml~tJr. Bunda en biiyiik etkenin de kadmlann artlktoplum isoindeki roliiniin yava~ yava~ degi~meye ba~lamasl oldugu goriiliiyor. Ancak ara~tJrmadanSOlkan en onemli sonuSO da kadllllarm ya~amlan degi~se de kadmlara ah~veri~ yapmaktan hiSOvazgesomeyecek gibi goriiniiyor. Dolaylslyla, kadmlar pazarlama aSOlsmdan farkh bir konumaotmiulmah ve pazarlamacilar kadllllan farkh segmentlere gore degerlendirmelidirler.

Why do we buy?" Everyone answers this question differently because shopping means different.for everyone. One of the most interesting results in studies on consumer's behaviours is the analysisof male and female in shopping. Besides, consumer's behaviours can change in respect of old andprofile.The purpose ofthis study is to determine the role of gender in the perception of shoppingbehaviours. and to state what they consider while they are shopping.. In this way, the purpose of thisstudy;I. What are the different behaviours of male and female in shopping?2. How do women evaluate themselves and men in shopping?3. How do men evaluate themselves and women in shopping?The method of inquiry were used while these questions are answered. to determine point of view ofnale and female in shopping the questions related to themselves and the opposite sex's behaviourswere asked in the inquiry. Also the demographical characteristics as old, profession and consumerprofile are analyzed. As a result of the inquiry, it is clearly seen that women are an indispensable partpf shopping because it is decided usually by them. The most important factor in this result is thatfemale's role in the society is changing positively and slowly. Therefore, the result of the inquiryclearly shows that women don't give up buying although their standards of/ife change. The womenshould be considered differently in terms of marketing and experts should evaluate them in differentsegmentations.