SHOPPING ORIENTATION OF Y GENERATION
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Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
In life today, Y generation constitutes the largest population group which is actively involved in consumption andproduction process. Therefore, it draws the attention of both implementers and science world. This study wasconducted in order to reveal shopping orientation of Y generation without focusing on any sector or productgroup. In addition, it was aimed to present if there are any differences of the factors affecting the shoppingorientation of Y generation in terms of socio-demographic variables. In this context, 300 people were reached inAdana province of Turkey. In addition to descriptive statistics, factor analysis was also performed. As a result ofthe factor analysis, 6 factors explaining 72.96% of the variance were obtained (Recreational Shopping Tendency,Decision Complexity, Brand Loyalty, Self-Confidence in Shopping and Price Awareness, Shopping Antipathy andPopular Culture). According to the results of the study, it was seen that women have popular consumption,recreational and self-confident shopping tendency compared to men. According to income level, differences inbrand loyalty and popular consumption were seen. When education level was taken into consideration, it is seenthat Y generation consumers who got university and above education level are shopping within the framework ofthe recreational and popular culture trend.
Açıklama
Anahtar Kelimeler
İşletme, Kültürel Çalışmalar, Sosyoloji, İktisat, İşletme Finans
Kaynak
Uluslararası İktisadi ve İdari İncelemeler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
0
Sayı
27
