Araştırma Makalesi
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Research to Examine Differences in Consumers’ Impulse Buying Behavior in terms of Demographic Characteristics

Yıl 2019, Cilt: 14 Sayı: 20, 817 - 846, 31.12.2019
https://doi.org/10.26466/opus.596873

Öz










In the marketing
literature, impulse buying behavior has been investigated since the 1950s. In
these studies, it was frequently investigated whether the consumers’ impulse
buying behavior differed according to demographic characteristics. However,
especially in Turkey, studies investigating consumers’ impulse buying behavior
in terms of all demographic characteristics such as gender, marital status, age,
education status, and income are quite limited. The aim of this study is to
determine whether consumers’ impulse buying behavior differs according to
demographic characteristics such as gender, marital status, age, education
status, and income. Research data were collected from consumers in Bursa by a
face-to-face survey. The data were
analyzed by t-test and ANOVA. The results of the analysis,
it was found
that consumers’ impulse buying behavior shows significant differences according
to gender and age, however, no significant difference according to marital
status, education status, and income. According to this finding, female
consumers exhibit more impulse buying behavior than male consumers and
consumers of 51 and overages exhibit less impulse buying behavior than other consumers.

Kaynakça

  • Akram, U., Hui, P., Khan, M. K., Yan, C. ve Akram, Z. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability, 10(2), 1-28.
  • Awan, A. G. ve Abbas, N. (2015). Impact of demographic factors on impulse buying behavior of consumers in Multan-Pakistan. European Journal of Business and Management, 7(22), 96-105.
  • Banyte, J., Rutelione, A. ve Jaruseviciute, A. (2015). Modelling of male shoppers behavior in shopping orientation context. Procedia-Social, and Behavioral Sciences, 213, 694-701.
  • Beatty, S. E. ve Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
  • Bezzina, J. (2011). Gender differences in impulse buying behaviour. 28.03.2019 tarihinde https://www.um.edu.mt/library/oar/handle/123456789/3289 adresinden erişilmiştir.
  • Ciunova-Shuleska, A. (2012). The impact of situational, demographic, and socioeconomic factors on impulse buying in the republic of Macedonia. Journal of East-West Business, 18(3), 208-230.
  • Clover, V. T. (1950). Relative importance of impulse buying in retail stores. Journal of Marketing, 15(1), 66-70.
  • Coley, A. ve Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282-295.
  • Dittmar, H., Long, K. ve Meek, R. (2004). Buying on the internet: Gender differences in on-line and conventional buying motivations. Sex Roles, 50(5), 423-444.
  • Ekeng, A. B., Lifu, F. L ve Asinya, F. A. (2012). Effect of demographic characteristics on consumer impulse buying among consumers of Calabar Municipality, Cross River State. Academic Research International, 3(2), 568-574.
  • Gandhi, A., Vajpayee, A. ve Gautam, D. (2015). A study of impulse buying behavior and factors influencing it with reference to beverage products in retail stores. 15.04.2019 tarihinde https://www.sibm.edu/pdf/sam-vad8/impulse.pdf adresinden erişilmiştir.
  • Ghani, U. ve Jan, F. A. (2011). An exploratory study of the impulse buying behaviour of urban consumers in Peshawar. International Conference on Business and Economics, 1, 157-159.
  • Graa, A. ve Dani-Elkebir, M. (2012). Application of stimulus & response model to impulse buying behavior of Algerian consumers. Serbian Journal of Management, 7(1), 53-64.
  • Gudonaviciene, R. ve Alijosiene S. (2015). Visual merchandising impact on impulse buying behaviour. Procedia - Social and Behavioral Sciences, 213, 635-640.
  • Hair, J. F., Black, W.C., Babin, B. J. ve Anderson, R. E. (2014). Multivariate data analysis. Pearson New International Edition, (7th ed.), Essex: Pearson.
  • Harwani, S. ve Kanade, S. R. (2017). Impact of demographic differences and other factors on impulse buying. International Journal of Management, 8(2), 58-67.
  • Husnain, M., Rehman, B., Syed, F. ve Akhtar, M. W. (2019). Personal and in-store factors influencing impulse buying behavior among generation Y consumers of small cities. Business Perspectives and Research, 7(1), 92-107.
  • Khan, N., Hui, L. H., Chen, T. B. ve Hoe, H. Y. (2016). Impulse buying behaviour of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144-151.
  • Khokhar, A., Ahmed, A., Rashid, K. ve Qureshi, J. A. (2018). Males as impulsive buyers: how do they get affected?, Journal of Organizational Behavior Research, 3(2), 173-188.
  • Kruger, D. ve Byker, D. (2009). Evolved foraging psychology underlies sex differences in shopping experiences and behaviors. Journal of Social, Evolutionary, and Cultural Psychology, 3(4), 315-27.
  • Kılıç, A. (2017). Plansız satın alma davranışlarının demografik özelliklere göre farklılıkları. Turkish Journal of Marketing, 2(3), 155-167.
  • Mohan, G., Sivakumaran, B. ve Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1734.
  • Öz, M. ve Mucuk, S. (2015). Tüketici satın alma davranışı kapsamında hedonik (hazcı) tüketimin plansız alışveriş üzerine etkilerinin incelenmesi. Pazarlama Teorisi ve Uygulamaları Dergisi, 1(2), 37-60.
  • Özgüven Tayfun, N. (2015). Market alışverişlerinde plansız satın alma davranışında demografik farklılığı belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 34, 87-94.
  • Özoğlu, B. ve Bülbül, H. (2017). İçgüdüsel satın alma ve demografik özellikler ile ilişkisi: Teknoloji ve giyim ürünlerinde karşılaştırmalı bir analiz. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(3), 769-783.
  • Rana, S. ve Tirthani, J. (2012). Effect of education, income, and gender on impulsive buying among Indian consumer an empirical study of readymade garment customers. Indian Journal of Applied Research, 1(12), 145-146.
  • Rasheed, A., Yaqup, R. M. S. ve Baig, F. J. (2017). Factors affecting impulse buying behaviors in shopping malls: evidence from Bahawalpur region, Pakistan. Journal of Marketing and Consumer Research, 39, 1-20.
  • Rook, D. W. (1987). The buying impulse. The Journal of Consumer Research, 14(2), 189-199.
  • Rook, D. W. ve Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12, 23-27.
  • Rook, D. W. ve Gardner, M. P. (1993). In the mood: impulse buying’s affective antecedents. Research in Consumer Behavior, 6(7), 1-28.
  • Sangalang, R. A., Siochi, J. ve Plaza, M. (2017). Factors influencing consumers’ impulse buying behavior in the fifth district of Cavite. DLSU Research Congress 2017, June, 1-6.
  • Sharma, K. C. ve Kaur, S. (2015). The impact of demographic factors on impulse buying behaviour of online and offline consumers. International Journal of Engineering Technology, Management and Applied Sciences, 3(9), 63-69.
  • Spence, J. T. (1984). Masculinity, femininity and gender-related traits: a conceptual analysis and critique of current research. Progress in Experimental Personality Research, 13, 1-97.
  • Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59- 62.
  • Tifferet, S. ve Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product & Brand Management, 21(3), 176 -182.
  • Tinne, W. S. (2011). Factors affecting impulse buying behavior of consumers at superstores in Bangladesh. ASA University Review, 5(1), 209-220.
  • Torlak, Ö. ve Tiltay, M. (2010). Anlık satın alma ölçeklerinin Türk tüketicisi için uyarlanmasına yönelik bir deneme. 15. Ulusal Pazarlama Kongresi, İzmir, 406-422.
  • Türk, Z. (2018). Hedonik ve faydacı tüketim eğiliminin plansız satın alma davranışı üzerindeki etkisi: Bir araştırma. Uluslararası Toplum Araştırmaları Dergisi, 9(16), 854-878.
  • Vijaya Lakshmi, V., Aparanjini Niharika, D. ve Lahari, G. (2017). Impact of gender on consumer purchasing behaviour. Journal of Business and Management, 19(8), 33-36.
  • Virvilaite, R., Saladiene, V. ve Bagdonaite, R. (2009). Peculiarities of impulsive purchasing in the market of consumer goods. Engineering Economics, 2, 101-109.
  • Wang, H. (2015). Study of influencing factors on consumer online impulse buying. Management Science and Research, 4(2), 19-25.
  • Weun, S., Jones, M. A. ve Beatty, S. E. (1997). A parsimonious scale to measure impulse buying tendency. (W. M. Pride, and G.T. Hult, Eds.), AMA Educators’s Proceedings: Enhancing Knowledge Development in Marketing, Chicago, American Marketing Association, 306-307.
  • Yadav, S. K. ve Mishra, BD. (2017). Effect of psychographics and demographics on impulse buying behavior of retail consumers in Bilaspur. International Journal of Commerce and Management Research, 3(1), 18-23.
  • Yang, D., Huang, K. C. ve Feng, X. (2011). A Study of the factors that affect the impulsive cosmetics buying of female consumers in Kaohsiung, International Journal of Business and Social Science, 2(24), 275-282.
  • Yu, C. ve Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the mainland China marketplace. Journal of Brand Management, 18(2), 105-114.

Demografik Özellikler Açısından Tüketicilerin Plansız Satın Alma Davranış Farklılıklarını İncelemeye Yönelik Bir Araştırma

Yıl 2019, Cilt: 14 Sayı: 20, 817 - 846, 31.12.2019
https://doi.org/10.26466/opus.596873

Öz










Pazarlama literatüründe, plansız satın alma
davranışı 1950’li yıllardan beri araştırılmaktadır. Bu çalışmalarda,
tüketicilerin plansız satın alma davranışının demografik özelliklere göre
farklılık gösterip göstermediği sıklıkla araştırılmıştır. Ancak, özellikle
Türkiye’de tüketicilerin plansız satın alma davranışını cinsiyet, medeni durum,
yaş, eğitim durumu ve gelir gibi demografik özelliklerin tümü açısından araştıran
çalışmalar oldukça kısıtlıdır. Bu çalışmanın amacı, cinsiyet, medeni durum, yaş,
eğitim durumu ve gelir gibi demografik özelliklere göre tüketicilerin plansız
satın alma davranışının farklılık gösterip göstermediğini belirlemektir
. Araştırma
verileri Bursa’daki tüketicilerden yüz yüze anket yöntemiyle toplanmıştır. Elde
edilen veriler, t-testi ve Varyans Analizi (ANOVA) kullanılarak analiz
edilmiştir. Analiz sonucunda, tüketicilerin plansız satın alma davranışının
cinsiyet ve yaşa göre anlamlı farklılık gösterdiği, ancak medeni durum, eğitim
durumu ve gelire göre anlamlı farklılık göstermediği bulunmuştur. Bu bulguya
göre, kadın tüketiciler erkek tüketicilere göre daha fazla plansız satın alma
davranışı gösterirken, 51 ve üzeri yaş grubunda olan tüketiciler diğer tüketicilere
göre daha az plansız satın alma davranışı göstermektedirler.

Kaynakça

  • Akram, U., Hui, P., Khan, M. K., Yan, C. ve Akram, Z. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability, 10(2), 1-28.
  • Awan, A. G. ve Abbas, N. (2015). Impact of demographic factors on impulse buying behavior of consumers in Multan-Pakistan. European Journal of Business and Management, 7(22), 96-105.
  • Banyte, J., Rutelione, A. ve Jaruseviciute, A. (2015). Modelling of male shoppers behavior in shopping orientation context. Procedia-Social, and Behavioral Sciences, 213, 694-701.
  • Beatty, S. E. ve Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
  • Bezzina, J. (2011). Gender differences in impulse buying behaviour. 28.03.2019 tarihinde https://www.um.edu.mt/library/oar/handle/123456789/3289 adresinden erişilmiştir.
  • Ciunova-Shuleska, A. (2012). The impact of situational, demographic, and socioeconomic factors on impulse buying in the republic of Macedonia. Journal of East-West Business, 18(3), 208-230.
  • Clover, V. T. (1950). Relative importance of impulse buying in retail stores. Journal of Marketing, 15(1), 66-70.
  • Coley, A. ve Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282-295.
  • Dittmar, H., Long, K. ve Meek, R. (2004). Buying on the internet: Gender differences in on-line and conventional buying motivations. Sex Roles, 50(5), 423-444.
  • Ekeng, A. B., Lifu, F. L ve Asinya, F. A. (2012). Effect of demographic characteristics on consumer impulse buying among consumers of Calabar Municipality, Cross River State. Academic Research International, 3(2), 568-574.
  • Gandhi, A., Vajpayee, A. ve Gautam, D. (2015). A study of impulse buying behavior and factors influencing it with reference to beverage products in retail stores. 15.04.2019 tarihinde https://www.sibm.edu/pdf/sam-vad8/impulse.pdf adresinden erişilmiştir.
  • Ghani, U. ve Jan, F. A. (2011). An exploratory study of the impulse buying behaviour of urban consumers in Peshawar. International Conference on Business and Economics, 1, 157-159.
  • Graa, A. ve Dani-Elkebir, M. (2012). Application of stimulus & response model to impulse buying behavior of Algerian consumers. Serbian Journal of Management, 7(1), 53-64.
  • Gudonaviciene, R. ve Alijosiene S. (2015). Visual merchandising impact on impulse buying behaviour. Procedia - Social and Behavioral Sciences, 213, 635-640.
  • Hair, J. F., Black, W.C., Babin, B. J. ve Anderson, R. E. (2014). Multivariate data analysis. Pearson New International Edition, (7th ed.), Essex: Pearson.
  • Harwani, S. ve Kanade, S. R. (2017). Impact of demographic differences and other factors on impulse buying. International Journal of Management, 8(2), 58-67.
  • Husnain, M., Rehman, B., Syed, F. ve Akhtar, M. W. (2019). Personal and in-store factors influencing impulse buying behavior among generation Y consumers of small cities. Business Perspectives and Research, 7(1), 92-107.
  • Khan, N., Hui, L. H., Chen, T. B. ve Hoe, H. Y. (2016). Impulse buying behaviour of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144-151.
  • Khokhar, A., Ahmed, A., Rashid, K. ve Qureshi, J. A. (2018). Males as impulsive buyers: how do they get affected?, Journal of Organizational Behavior Research, 3(2), 173-188.
  • Kruger, D. ve Byker, D. (2009). Evolved foraging psychology underlies sex differences in shopping experiences and behaviors. Journal of Social, Evolutionary, and Cultural Psychology, 3(4), 315-27.
  • Kılıç, A. (2017). Plansız satın alma davranışlarının demografik özelliklere göre farklılıkları. Turkish Journal of Marketing, 2(3), 155-167.
  • Mohan, G., Sivakumaran, B. ve Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1734.
  • Öz, M. ve Mucuk, S. (2015). Tüketici satın alma davranışı kapsamında hedonik (hazcı) tüketimin plansız alışveriş üzerine etkilerinin incelenmesi. Pazarlama Teorisi ve Uygulamaları Dergisi, 1(2), 37-60.
  • Özgüven Tayfun, N. (2015). Market alışverişlerinde plansız satın alma davranışında demografik farklılığı belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 34, 87-94.
  • Özoğlu, B. ve Bülbül, H. (2017). İçgüdüsel satın alma ve demografik özellikler ile ilişkisi: Teknoloji ve giyim ürünlerinde karşılaştırmalı bir analiz. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(3), 769-783.
  • Rana, S. ve Tirthani, J. (2012). Effect of education, income, and gender on impulsive buying among Indian consumer an empirical study of readymade garment customers. Indian Journal of Applied Research, 1(12), 145-146.
  • Rasheed, A., Yaqup, R. M. S. ve Baig, F. J. (2017). Factors affecting impulse buying behaviors in shopping malls: evidence from Bahawalpur region, Pakistan. Journal of Marketing and Consumer Research, 39, 1-20.
  • Rook, D. W. (1987). The buying impulse. The Journal of Consumer Research, 14(2), 189-199.
  • Rook, D. W. ve Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12, 23-27.
  • Rook, D. W. ve Gardner, M. P. (1993). In the mood: impulse buying’s affective antecedents. Research in Consumer Behavior, 6(7), 1-28.
  • Sangalang, R. A., Siochi, J. ve Plaza, M. (2017). Factors influencing consumers’ impulse buying behavior in the fifth district of Cavite. DLSU Research Congress 2017, June, 1-6.
  • Sharma, K. C. ve Kaur, S. (2015). The impact of demographic factors on impulse buying behaviour of online and offline consumers. International Journal of Engineering Technology, Management and Applied Sciences, 3(9), 63-69.
  • Spence, J. T. (1984). Masculinity, femininity and gender-related traits: a conceptual analysis and critique of current research. Progress in Experimental Personality Research, 13, 1-97.
  • Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59- 62.
  • Tifferet, S. ve Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product & Brand Management, 21(3), 176 -182.
  • Tinne, W. S. (2011). Factors affecting impulse buying behavior of consumers at superstores in Bangladesh. ASA University Review, 5(1), 209-220.
  • Torlak, Ö. ve Tiltay, M. (2010). Anlık satın alma ölçeklerinin Türk tüketicisi için uyarlanmasına yönelik bir deneme. 15. Ulusal Pazarlama Kongresi, İzmir, 406-422.
  • Türk, Z. (2018). Hedonik ve faydacı tüketim eğiliminin plansız satın alma davranışı üzerindeki etkisi: Bir araştırma. Uluslararası Toplum Araştırmaları Dergisi, 9(16), 854-878.
  • Vijaya Lakshmi, V., Aparanjini Niharika, D. ve Lahari, G. (2017). Impact of gender on consumer purchasing behaviour. Journal of Business and Management, 19(8), 33-36.
  • Virvilaite, R., Saladiene, V. ve Bagdonaite, R. (2009). Peculiarities of impulsive purchasing in the market of consumer goods. Engineering Economics, 2, 101-109.
  • Wang, H. (2015). Study of influencing factors on consumer online impulse buying. Management Science and Research, 4(2), 19-25.
  • Weun, S., Jones, M. A. ve Beatty, S. E. (1997). A parsimonious scale to measure impulse buying tendency. (W. M. Pride, and G.T. Hult, Eds.), AMA Educators’s Proceedings: Enhancing Knowledge Development in Marketing, Chicago, American Marketing Association, 306-307.
  • Yadav, S. K. ve Mishra, BD. (2017). Effect of psychographics and demographics on impulse buying behavior of retail consumers in Bilaspur. International Journal of Commerce and Management Research, 3(1), 18-23.
  • Yang, D., Huang, K. C. ve Feng, X. (2011). A Study of the factors that affect the impulsive cosmetics buying of female consumers in Kaohsiung, International Journal of Business and Social Science, 2(24), 275-282.
  • Yu, C. ve Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the mainland China marketplace. Journal of Brand Management, 18(2), 105-114.
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Gamze Akçay Bu kişi benim 0000-0001-6808-8465

Erkan Özdemir 0000-0003-0903-7638

Yayımlanma Tarihi 31 Aralık 2019
Kabul Tarihi 8 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 14 Sayı: 20

Kaynak Göster

APA Akçay, G., & Özdemir, E. (2019). Demografik Özellikler Açısından Tüketicilerin Plansız Satın Alma Davranış Farklılıklarını İncelemeye Yönelik Bir Araştırma. OPUS International Journal of Society Researches, 14(20), 817-846. https://doi.org/10.26466/opus.596873