Özet:

In the mainstream economy theory, consumers are pursuing their own interests and behave reasonably when making decisions. Human emotions are often not given place. In many studies, with the help of behavioral economics, psychology, and other sciences, the mainstream analyzes that consumers’ decision-making processes are not always rational and obtain interesting findings that are contrary to traditional economics theory. The reason consumers are unable to make a rational decision is that they are forced to act under the influence of many factors. Consequently, behavioral economics advocates the view that the consumer cannot make rational decisions by bringing a new perspective to the economics, and that they can only be limited to rational in consumer decisions. There are many factors that affect the consumer’s purchase process. The factors that drive consumer decisions from rationality to limited rationality and the psychological, sociological, environmental, etc. that affect the individual. In addition to the factors, we know that gender differences also affect consumers’ purchase decisions differently. This study discussed the conditions and historical process that enable the emergence of a limited understanding of rationality along with the behavioral economy and also addressed individual, social and psychological traps that prevent consumers from behaving rational. Finally, the survey will also be discussed in the context of behavioral economics in which gender differences in the Van province reflect consumers’ purchasing quarters. With the survey study that will be implemented on the basis of the valve, the ratio levels of the determined variable factors will be revealed as a result of the analysis. In our research, it was mostly appropriate to use qualitative and quantitative research methods.

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