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Journals / Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi / 2010 / Cilt: 5 - Sayı: 1

The Conceptual Framework of Personal Values and Applications in Marketing

Kişisel Değerlerin Kuramsal Yapısı ve Pazarla‐ madaki Uygulamalar

Tülay KORKMAZ DEVRANİ
Pages
49–70
Publication Date
2010-04-01
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

When theoretical and empirical studies have been examined in literature, it is clearly seen that personal values, play an impor‐tant factor to identify the reasons of consumer behaviors and the differences in consumer preferences in marketing.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to explore the con‐cept of value, which is one of the most important topics in many social studies such as anthropol‐ogy, sociology, psychology and marketing in detail.
📊
Key Findings & Data:In this context the current study is aimed to give information about the definitions of value, the important value theories and how personal values are used in different studies in marketing.
💡
Conclusion & Impact:When theoretical and empirical studies have been examined in literature, it is clearly seen that personal values, play an impor‐tant factor to identify the reasons of consumer behaviors and the differences in consumer preferences in marketing.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Kişisel değerler · tutum · davranış

Abstract

The purpose of this study is to explore the con‐cept of value, which is one of the most important topics in many social studies such as anthropol‐ogy, sociology, psychology and marketing in detail. In this context the current study is aimed to give information about the definitions of value, the important value theories and how personal values are used in different studies in marketing. When theoretical and empirical studies have been examined in literature, it is clearly seen that personal values, play an impor‐tant factor to identify the reasons of consumer behaviors and the differences in consumer preferences in marketing.

Özet

Bu çalışmanın amacı antropoloji, sosyoloji, psikoloji ve pazarlama gibi çeşitli disiplinlerde sosyal araştırmalara konu olmuş önemli kavram‐ lardan biri olan değer kavramının ayrıntılı biçim‐ de incelenmesidir. Bu bağlamda çalışmada değer tanımları, değerlerle ilgili önemli kuramsal çalışmalar ve kişisel değerlerin pazarlama ala‐ nında ne tür çalışmalarda kullanıldığıyla ilgili ayrıntılı bilgi verilmesi amaçlanmaktadır. Konuyla ilgili yapılan çalışmalar kişisel değerlerin pazar‐ lama alanında, tüketici davranışlarının nedenle‐ rinin ve tüketici tercihlerindeki farklılıkların belirlenmesinde önemli bir kavram olarak ele alınmasının gerekliliğini ortaya koymaktadır.

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Cite This Article

DEVRANİ, T. K. (2010). The Conceptual Framework of Personal Values and Applications in Marketing. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 5 - Sayı: 1, 49–70. https://ajindex.com/articles/106984

References (3)

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