Özet:

It is known today that the widespread use of the internet has led to a change in consumer shopping behavior. The intense use of the internet has made it possible for consumers to appear and spread online shopping in addition to traditional shopping channels. The X and Y generations that grow in the information technology and the internet environment are more inclined to online shopping than the older generations, and they often use traditional shopping channels as well as online shopping. The purpose of the work is to determine the preferences of the shopping channel according to the product variety of the Y Generation. In the study, the purchasing channels were defined as "Shopping from the Store", "Online Shopping", "Shopping and/or Online Shopping" and "Examining in the Store and Online Shopping". The products are divided into 3 main categories, including "Electronic (7 product varieties)", "Works, Accessories and Personal Care (5 product varieties)" and "Home and Life (4 product varieties). The survey was used as a data collection tool and a total of 240 consumers received data. In this study, the method of correspondence analysis (Correspondence Analysis) was used as the best method for the type of data collected and the purpose of the research. The analysis found that there was a significant difference in consumer shopping channels for each category. It can be said that consumers' shopping channels preferences vary according to the type of product. It is also studied that consumers' shopping channels preferences vary or not according to gender. Analysis showed that 3 products in the category "Electronic", 3 products in the category "Dress, Accessories and Personal Care" and 3 products in the category "Home and Life" and 2 products in the category "Electronic" showed that the preferences of the shopping channel for 2 products varied according to gender.

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