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Journals / Anadolu Üniversitesi Sosyal Bilimler Dergisi / 2007 / Cilt: 7 - Sayı: 1

Tüketici Market Seçim Davranışının Ölçülmesi İçin Bir Ölçek Geliştirme

Development of a Scale for Measuring Consumer Behavior in Store Choice

Cengiz AKTAŞ
Veysel YILMAZ
H. Eray ÇELİK
Pages
171–184
Publication Date
2022-10-11
DOI
—
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AI Summary & Key Takeaways

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

According to the results convenient location, price and quality of products, sales personnel attitudes and physical attractiveness play very important roles in CSC.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study was designed to research factors which consumers consider when choosing a shopping store and to develop a scale. 500 supermarkets shoppers completed self-administered surveys regarding their attitudes toward 34 individual shopping store choice items.
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Key Findings & Data:The results of EFA found 10 factors with eigenvalues greater than 1.0.
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Conclusion & Impact:According to the results convenient location, price and quality of products, sales personnel attitudes and physical attractiveness play very important roles in CSC.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This study was designed to research factors which consumers consider when choosing a shopping store and to develop a scale. 500 supermarkets shoppers completed self-administered surveys regarding their attitudes toward 34 individual shopping store choice items. The paper used both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to develop a Consumer Store Choice (CSC) scale. The results of EFA found 10 factors with eigenvalues greater than 1.0. According to the results convenient location, price and quality of products, sales personnel attitudes and physical attractiveness play very important roles in CSC.

Özet

Bu çalışma tüketicilerin alışveriş merkezi tercihinde hangi faktörleri göz önünde bulundurduklarını araştırmak ve bu konuda bir ölçek geliştirmek amacıyla tasarlanmıştır. 500 süpermarket müşterisine, market seçimi ile ilgili 34 maddeyi içeren bir anket yüz yüze görüşme tekniğiyle uygulanmıştır. Bu çalışmada Tüketici Market Seçimi (CSC) olarak adlandırılan ölçeğin geliştirilmesinde hem açıklaycı factor analizi (AFA) hemde doğrulayıcı faktör analizi (DFA) kullanılmıştır. AFA sonucunda öz değerleri 1.0’den büyük olan 10 faktör bulunmuştur. Uygun alışveriş yeri, ürünün fiyat ve kalitesi, satış personelinin fiziksel görünümü ve tutumu CSC üzerinde önemli bir yere sahip olduğu sonuçlarda bulunmuştur.

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Cite This Article

AKTAŞ, C., YILMAZ, V., ÇELİK, H. E. (2022). Tüketici Market Seçim Davranışının Ölçülmesi İçin Bir Ölçek Geliştirme. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 7 - Sayı: 1, 171–184. https://ajindex.com/articles/439053

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