SavedAdd your journal

Journals / Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi / 2019 / Cilt: 7 - Sayı: 4

The Effects Of Advertising And Retail Efforts On Decision Making Styles Of Young Consumers

Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi

Melih BAŞKOL
Mehmet Said KÖSE
Pages
219–229
Publication Date
2022-10-11
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

Research has shown that advertising and retail efforts significantly affect consumers' decision-making styles.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this research is to determine the decision-making styles of young consumers based on consumers' decision-making inventory, and to measure the impact of the company's advertising and retail efforts on the determined decision-making styles.
📊
Key Findings & Data:A structured questionnaire was applied to 443 selected university students using the convenience sampling method.
💡
Conclusion & Impact:Research has shown that advertising and retail efforts significantly affect consumers' decision-making styles.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this research is to determine the decision-making styles of young consumers based on consumers' decision-making inventory, and to measure the impact of the company's advertising and retail efforts on the determined decision-making styles. A structured questionnaire was applied to 443 selected university students using the convenience sampling method. Exploratory and confirmatory factor analysis is used to validate the CSI. Data analysis was performed by the Structural Equation Model (SEM) and support was found for six decision- making styles from the original consumer decision making styles inventory (perfectionist, high quality, confused by overchoice, habitual/brand loyal, novelty/fashion, and recreation conscious) and one new decisionmaking style is developed (celebrity endorsement). Research has shown that advertising and retail efforts significantly affect consumers' decision-making styles.

Özet

Bu araştırmanın amacı, tüketicilerin karar alma tarzları envanterine dayalı olarak genç tüketicilerinkarar alma tarzlarını belirlemek ve şirketlerin reklam ve perakende çabalarının belirlenen kararalma tarzları üzerindeki etkilerini ölçmektir. Kolayda örnekleme yöntemi kullanılarak seçilen 443üniversite öğrencisine yapılandırılmış bir anket uygulanmıştır. Tüketici karar alma tarzıenvanterini doğrulamak için açıklayıcı ve doğrulayıcı faktör analizi kullanılmıştır. Verilerin analiziYapısal Eşitlik Modeli (YEM) ile gerçekleştirilmiş ve orijinal tüketici karar verme tarzlarıenvanterinde yer alan (mükemmeliyetçi/yüksek kalite odaklı, seçenek karmaşası, alışkanlık/markabağımlısı odaklı, marka odaklı, yenilikçi/moda odaklı ve fiyat odaklı) altı karar alma tarzısonuçlarla desteklenmiştir ve yeni bir karar alma tarzı (ünlü kabulüne dayanan karar alma tarzı)belirlenmiştir. Araştırma sonuçlarına göre reklam ve perakende çabalarının tüketicilerin karar almatarzlarını anlamlı şekilde etkilediği belirlenmiştir.

🔖

Cite This Article

BAŞKOL, M., KÖSE, M. S. (2022). The Effects Of Advertising And Retail Efforts On Decision Making Styles Of Young Consumers. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, Cilt: 7 - Sayı: 4, 219–229. https://ajindex.com/articles/440010

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (12)

  1. Akturan, U., Tezcan, N., ve Vignolles, A. (2011). Segmenting young adults through their consumption styles: a cross-cultural study. Young Consumers, 12(4), 348–360.
  2. Anic, I.-D., Rajh, S. P., ve Rajh, E. (2014). Antecedents of food-related consumer decision-making styles. British Food Journal, 116(3), 431–450.
  3. Anic, I.-D., Suleska, A., ve Rajh, E. (2010). DecisionMaking Styles of Young-Adult Consumers in The Republic of Macedonia. Ekonomska Istrazianja, 4, 102– 113. Bagozzi, R. P. (2010). Structural equation models are modelling tools with many ambiguities: Comments acknowledging the need for caution and humility in their use. Journal of Consumer Psychology, 20(2), 208– 214. Bagozzi, R. P., ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
  4. Bakewell, C., ve Mitchell, V.-W. (2004). Male Consumer Decision-Making Styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223–240.
  5. Bakewell, C., ve Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59(12), 1297–1300.
  6. Baoku, L., Cuixia, Z., ve Weimin, B. (2010). An empirical study on the decision‐making styles of the Chinese peasant consumers. Journal of Consumer Marketing, 27(7), 629–637.
  7. Bauer, H. H., Sauer, N. E., ve Becker, C. (2006). Investigating the relationship between product involvement and consumer decision-making styles. Journal of Consumer Behaviour, 5, 342–354.
  8. Boonlertvanich, K. (2009). Consumer Buying and Decision Making Behavior of a Digital Camera in Thailand. RU. Int. J., 3(1), 57–66.
  9. Burns, D. J. (2011). Consumer Decision-Making Styles: Relationships with Consumer Alienation. Journal of Business ve Retail Management Research, 6(1), 48–62.
  10. Byrne, B. M. (2010). Structural Equation Modeling with AMOS:Basic Concepts,Applications,and Programming. Structural Equation Modeling (Second, Vol. 22). New York: Taylor and Francis Group, LLC. Cathy Bakewell, V.-W. M. (2004). Male Consumer Decision-Making Styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223–240.
  11. Chi, Y., ve Lovett, M. (2010). Consumer Decision-Making Styles of Hispanic American College Students: a Consumer Styles Inventory Approach. American Journal of Business Research (AJBR), 3(2), 5–25.
  12. Cowart, K. O., ve Goldsmith, R. E. (2007). The influence of consumer decision-making styles on online apparel consumption by college students. International Journ