Citation Number
2
Views
17
Downloands
7
Bu çalışmanın amacı tüketicilerin sigara, alkol ve markalı kahve zincirlerinden kahve tüketiminin hem demografik parametrelere göre değişimini hem de tüketici davranışları kapsamında sıklıkla incelenen Hedonik Tüketim, Faydacı Tüketim, Plansız Satın Alma ve Gösterişçi Tüketim ile arasındaki ilişkiyi belirlemektir. Anket tekniği ile elde edilen verilerin değerlendirilmesinde tanımlayıcı ve açıklayıcı istatistiksel tekniklerin yanı sıra, çarpıklık ve basıklık testi (Skewness ve Kurtosis), Spearman korelasyon testi, t testi, Anova (F) testi ve LSD çoklu karşılaştırma testleri SPSS 25 programı aracılığıyla kullanılmıştır. Faydacı tüketim ile yaş arasında pozitif yönlü, eğitim durumu arasında ise negatif yönlü; gösterişçi tüketimle kişisel gelir durum ve aile gelir durumu arasında pozitif yönlü; sigara kullanım sıklığı ve yaş arasında pozitif yönlü, eğitim durumu arasında ise negatif yönlü bir korelasyon çıkmıştır. Markalı kahve zincirlerinden kahve kullanım sıklığıyla yaş arasında negatif yönlü, eğitim durumu ve toplam aile geliri arasında ise pozitif yönlü; alkol kullanım sıklığı ile kişisel gelir ve toplam aile geliri arasında pozitif yönlü bir korelasyon çıkmıştır. Kadınların hedonik tüketimleri erkeklerden fazla çıkmıştır. Sigara içme sıklığına göre hedonik tüketim, faydacı tüketim ve gösterişçi tüketimin değiştiği, markalı kahve zincirlerinden kahve içme sıklığına göre bütün tüketim faktörlerinin değişim gösterdiği saptanmıştır. Alkol içme sıklığına göre faydacı tüketimin de değişim gösterdiği tespit edilmiştir.
The aim of this study is to determine the variation of consumers’ coffee consumption from cigarettes, alcohol and branded coffee chains according to both demographic parameters and the relationship between Hedonic Consumption, Beneficial Consumption, Unplanned Purchase and Indicative Consumption, which is frequently studied in the context of consumer behavior. In the assessment of the data obtained by the survey technique, the identification and explanatory statistical techniques, as well as the confusion and pressure test (Skewness and Kurtosis), the Spearman correlation test, the t test, the Anova (F) test and the LSD multi-comparation test, have been used through the SPSS 25 program. Beneficial consumption is positive between age and age, negative between education and education; positive between personal income and family income; positive between smoking and age and negative between education and education. The frequency of coffee use from the brand coffee chains is negative between age and age, the positive between education and total family income; the frequency of alcohol use and personal income and the total family income have a positive correlation. Women’s hedonic consumption is more than men. According to the frequency of smoking, the hedonic consumption, the beneficial consumption and the indicative consumption have changed, the frequency of coffee drinking from the branded coffee chains has changed, and all consumption factors have changed. The frequency of drinking alcohol has also shown a change in the beneficial consumption.
In the study, consumers' buying behaviours of cigarettes, alcohol and coffee products are analysed in terms of demography and within the framework of Hedonic Consumption, Utilitarian Consumption, Unplanned Purchasing and Conspicuous Consumption. In the evaluation of the data obtained, -as well as descriptive and explanatory statistical techniques- Skewness and Kurtosis test, Spearman correlation test, t test, Anova (F) test and LSD multiple comparison tests are used through SPSS 25 program. As a result of the analysis, a positive correlation is found between utilitarian consumption and age, and a negative correlation is found between educational status and age. There is a positive correlation between conspicuous consumption and personal/family income; a positive correlation between smoking frequency and age, and a negative correlation between education level and age. There is a negative correlation between the frequency of coffee use from branded coffee chains and age, and a positive correlation between education level and total family income, and age. There is a positive correlation between the frequency of alcohol use and personal income and total family income. It is also found that hedonic consumption of women is higher than that of men. It is determined that hedonic consumption, utilitarian consumption and conspicuous consumption change according to the smoking frequency; and all consumption factors change according to the frequency of coffee use from branded coffee chains. It is also found that utilitarian consumption changes according to the frequency of alcohol drinking.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
Article Detail 
Citation Owners
Similar Articles
Download PDF
Journal Information
Listen Paper
Print This Page
Share
Mendeley
