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Journals / Doğuş Üniversitesi Dergisi / 2010 / Cilt: 11 - Sayı: 1

The effect of advertisements and gender identity role on consumer buying behavior

Reklamların ve cinsiyet kimliği rolünün tüketicilerin satın alma davranışları üzerindeki etkisi

İsmail.Mehmet YAĞCI
Neslihan ARSLAN
Pages
138–155
DOI
—
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AI Summary & Key Takeaways

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

In this study, consumer’s gender identity’s impact on their response to advertisements and whether their socio-economic status levels’ effect their gender identities or not have been analyzed and some significant relations have been found.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Gender is a segmentation criterion which has been used for a long time especially for the analyses of consumer behavior in traditional marketing.
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Key Findings & Data:At this point, “gender identity role” concept which is frequently encountered in the literature reminded may help researchers in understanding complex consumer buying behavior.
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Conclusion & Impact:In this study, consumer’s gender identity’s impact on their response to advertisements and whether their socio-economic status levels’ effect their gender identities or not have been analyzed and some significant relations have been found.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Gender is a segmentation criterion which has been used for a long time especially for the analyses of consumer behavior in traditional marketing. However an obligation has aroused to digress the traditional patterns in order to understand consumer behavior in our rapidly changing world. At this point, “gender identity role” concept which is frequently encountered in the literature reminded may help researchers in understanding complex consumer buying behavior. In this study, consumer’s gender identity’s impact on their response to advertisements and whether their socio-economic status levels’ effect their gender identities or not have been analyzed and some significant relations have been found.

Özet

Cinsiyet, özellikle tüketici davranışlarının belirlenmesine yönelik olarak geleneksel pazarlamada uzun süreden beri kullanılmakta olan bir bölümlendirme değişkenidir. Ancak günümüzün hızla değişen dünyasında tüketici davranışlarını anlamada geleneksel kalıpların dışına çıkılması zorunluluğu doğmuştur. Bu noktada “cinsiyet kimliği” son dönemde adından sıkça bahsettirmekle beraber pazarlamacılara tüketici davranışlarının karmaşıklığını çözmede yardımcı olabilecek bir kavram olarak karşımıza çıkmaktadır. Bu çalışmada, reklamların ve cinsiyet kimliği rolünün tüketicilerin satın alma davranışları üzerindeki etkisi ölçülmeye çalışılmıştır. Reklamlara ilişkin anket uygulamasıyla tüketicilerin cinsiyet kimliklerinin reklamlara verdikleri tepkiyi ve sosyo-ekonomik statü düzeylerinin cinsiyet kimliklerini etkileyip etkilemedikleri incelenmiş ve gerekli analizler yapılarak bazı anlamlı ilişkilerin varlığına ulaşılmıştır.

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Cite This Article

YAĞCI, İ., ARSLAN, N. (2010). The effect of advertisements and gender identity role on consumer buying behavior. Doğuş Üniversitesi Dergisi, Cilt: 11 - Sayı: 1, 138–155. https://ajindex.com/articles/128565

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