Research Article
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INVESTIGATION OF THE RELATIONSHIP BETWEEN PRICE AND HIGH-QUALITY CONSCIOUS CONSUMER DECISION-MAKING STYLES AND DEMOGRAPHIC VARIABLES: A RESEARCH AMONG INSURANCE SECTOR EMPLOYEES

Year 2020, Volume: 3 Issue: 2, 447 - 465, 15.12.2020

Abstract

The research was conducted to determine the relationship between the price and high-quality conscious decision-making styles of consumers and demographic variables. Likert type measurement tool was used in the study. The measurement tool in question was applied to 500 employees working in the insurance sector in Istanbul, 426 of the participants replied the questionnaire and returned, and 30 questionnaires were deemed invalid because they contained missing data. As a result, statistical analyzes were carried out on the data in 396 questionnaires. Within the scope of the research, the relationships between price and high-quality conscious decision-making styles and the variables of status, age, education level and work experience were determined through statistical analysis. As a result of the research, it was determined that there is a significant relationship between the participants' price and high-quality conscious decision-making styles and their status, age and work experience demographic variables and that the average scores of the groups differ significantly. On the other hand, it has been observed that there is no significant relationship between education level variable and price and high-quality conscious decision-making styles.

References

  • Alavi, S. A., Rezaei, S., Valaei, N., Wan, K., & Wan, I. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272-303.
  • Anič, I.-D., Suleska, A.-C., & Rajh, E. (2010). Decision-making styles of young-adult consumers in the Republic of Macedonia. Economic Research-Ekonomska Istraživanja, 23(4), 102-113.
  • Bae, S., & Miller, J. (2009). Consumer decision-making styles for sport apparel: Gender comparisons between college consumers. Journal of Research, 4(1), 40-45.
  • Bayrakdaroğlu, F., & Çakır, H. (2016). Tüketicilerin online alışverişlerine ilişkin karar alma tarzlarının incelenmesine yönelik bir araştırma. Mehmet Akif Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(15), 266-284.
  • Beavers, A. S., Lounsbury, J. W., Richards, J. K., Huck, S. W., Skolits, G. J., & Esquivel, S. L. (2013). Practical considerations for using exploratory factor analysis in educational research. Practical Assessment, Research & Evaluation, 18(6), 1-13.
  • Deveci, S. E., & Karayılan, D. (2020). Tüketici tarzları envanterinin demografik özellikler açısından incelenmesi. Uluslararası Sosyal ve Beşeri Bilimler Araştırma Dergisi, 7(58), 2308-2318.
  • Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for likert-type scales. Midwest Research to Practice Conference in Adult, Continuing, and Community Education (s. 82-88). Columbus: The Ohio State University.
  • Leo, C., Bennett, R., & Härtel, C. E. (2005). Cross-cultural differences in consumer decision-making styles. Cross Cultural Management, 12(3), 32-62.
  • Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
  • Lysonski, S., Durvasula, S., & Zotos, Y. (1996). Consumer decision making styles: A multi-country investigation. European Journal of Marketing, 30(12), 10-21.
  • Maggioni, I., Sands, S., Kachouie, R., & Tsarenko, Y. (2019). Shopping for well-being: The role of consumer decision-making styles. Journal of Business Research, 105, 21-32.
  • Pavlić, I., & Vukić, M. (2019). Decision-making styles of generation Z consumers in Croatia. Ekonomska misao i praksa, 1, 79-95.
  • Pir, E. Ö., & Yılmaz, F. (2020). Investigation of the relationship between demographic variables and consumers' decision making styles. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(1), 52-67.
  • Potgieter, D., Wiese, M., & Strasheim, A. (2013). Demographic differences in adult consumers’ decision-making styles in Tshwane, South Africa. Journal of Family Ecology and Consumer Sciences, 41, 11-27.
  • Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1-15.
  • Rihn, A., Khachatryan, H., & Wei, X. (2018). Assessing purchase patterns of price conscious consumers. Horticulturae, 4(3), 1-16.
  • Schermelleh-Engel, K., Moosbrugger , H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Sharma , V. M., & Klein, A. (2016). Intention-to-participate in online group buying and consumer decision-making styles. International Journal of Electronic Marketing and Retailing, 7(3), 245-271.
  • Shirai, M. (2015). Impact of “high quality, low price” appeal on consumer evaluations. Journal of Promotion Management, 21, 776-797.
  • Sproles, E. K., & Sproles, G. B. (1990). Consumer decision-making styles as a function of individual learning styles. The Journal of Consumer Affairs, 24(1), 134-147.
  • Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles. The Journal of Consumer Affairs, 20(2), 267-279.
  • Walsh, G., Hennig-Thurau, T., Wayne-Mitchell, V., & Wiedmann, K.-P. (2001). Consumers’ decision-making style as a basis for market segmentation. Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 117-131.
  • Yasin, B. (2009). The role of gender on Turkish consumers' decision-making styles. S. Samu, R. Vaidyanathan, & D. Chakravarti içinde, Asia-Pacific Advances in Consumer Research (Cilt 8, s. 301-308). Duluth, Minnesota: Association for Consumer Research.
  • Yaşar, O., & Sundu, M. (2017). Karar verme stili ile düşünme stili ilişkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 183-194.
  • Yeniçeri, T., & Özbezek, B. D. (2019). Tüketici karar verme tarzları: Suriyeli sığınmacılar üzerine bir araştırma. Business & Management Studies: An International Journal, 7(5), 2282-2298.
  • Yücel, E. K. (2017). Demografik özelliklerin satın alma karar tarzları üzerine etkisi: Beyaz eşya ürünleri üzerine bir uygulama. AKÜ İktisadi ve İdari Bilimler Fakültesi Dergisi, 19(2), 53-68.

FİYAT VE YÜKSEK KALİTE ODAKLI TÜKETİCİ KARAR VERME TARZLARI İLE DEMOGRAFİK DEĞİŞKENLER ARASINDAKİ İLİŞKİNİN İNCELENMESİ: SİGORTACILIK SEKTÖRÜ ÇALIŞANLARI ARASINDA BİR ARAŞTIRMA

Year 2020, Volume: 3 Issue: 2, 447 - 465, 15.12.2020

Abstract

Araştırma tüketicilerin fiyat ve yüksek kalite odaklı karar verme tarzları ile demografik değişkenler arasındaki ilişkiyi belirlemek amacıyla yapılmıştır. Çalışmada Likert tipi ölçüm aracı kullanılmıştır. Söz konusu ölçüm aracı İstanbul’da sigortacılık sektöründe görev yapan 500 kişiye uygulanmış, katılımcılardan 426’sı anketi cevaplayarak geri dönüş yapmış, 30 anket formu ise eksik veri içerdiğinden geçersiz sayılmıştır. Sonuç olarak, istatistikî analizler 396 anket formundaki veriler üzerinden gerçekleştirilmiştir. Araştırma kapsamında fiyat ve yüksek kalite odaklı karar verme tarzları ile statü, yaş, öğrenim düzeyi ve iş deneyimi değişkenleri arasındaki ilişkiler istatistikî analiz aracılığıyla belirlenmiştir. Araştırma sonucunda katılımcıların fiyat ve yüksek kalite odaklı karar verme tarzları ile statü, yaş ve iş deneyimi demografik değişkenleri arasında anlamlı bir ilişki olduğu ve grupların ortalama puanlarının anlamlı bir farklılık gösterdiği belirlenmiştir. Diğer taraftan, demografik değişkenlerden öğrenim düzeyi değişkeni ile fiyat ve yüksek kalite odaklı karar verme tarzları arasında ise, anlamlı bir ilişki olmadığı görülmüştür.

References

  • Alavi, S. A., Rezaei, S., Valaei, N., Wan, K., & Wan, I. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272-303.
  • Anič, I.-D., Suleska, A.-C., & Rajh, E. (2010). Decision-making styles of young-adult consumers in the Republic of Macedonia. Economic Research-Ekonomska Istraživanja, 23(4), 102-113.
  • Bae, S., & Miller, J. (2009). Consumer decision-making styles for sport apparel: Gender comparisons between college consumers. Journal of Research, 4(1), 40-45.
  • Bayrakdaroğlu, F., & Çakır, H. (2016). Tüketicilerin online alışverişlerine ilişkin karar alma tarzlarının incelenmesine yönelik bir araştırma. Mehmet Akif Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(15), 266-284.
  • Beavers, A. S., Lounsbury, J. W., Richards, J. K., Huck, S. W., Skolits, G. J., & Esquivel, S. L. (2013). Practical considerations for using exploratory factor analysis in educational research. Practical Assessment, Research & Evaluation, 18(6), 1-13.
  • Deveci, S. E., & Karayılan, D. (2020). Tüketici tarzları envanterinin demografik özellikler açısından incelenmesi. Uluslararası Sosyal ve Beşeri Bilimler Araştırma Dergisi, 7(58), 2308-2318.
  • Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for likert-type scales. Midwest Research to Practice Conference in Adult, Continuing, and Community Education (s. 82-88). Columbus: The Ohio State University.
  • Leo, C., Bennett, R., & Härtel, C. E. (2005). Cross-cultural differences in consumer decision-making styles. Cross Cultural Management, 12(3), 32-62.
  • Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
  • Lysonski, S., Durvasula, S., & Zotos, Y. (1996). Consumer decision making styles: A multi-country investigation. European Journal of Marketing, 30(12), 10-21.
  • Maggioni, I., Sands, S., Kachouie, R., & Tsarenko, Y. (2019). Shopping for well-being: The role of consumer decision-making styles. Journal of Business Research, 105, 21-32.
  • Pavlić, I., & Vukić, M. (2019). Decision-making styles of generation Z consumers in Croatia. Ekonomska misao i praksa, 1, 79-95.
  • Pir, E. Ö., & Yılmaz, F. (2020). Investigation of the relationship between demographic variables and consumers' decision making styles. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(1), 52-67.
  • Potgieter, D., Wiese, M., & Strasheim, A. (2013). Demographic differences in adult consumers’ decision-making styles in Tshwane, South Africa. Journal of Family Ecology and Consumer Sciences, 41, 11-27.
  • Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1-15.
  • Rihn, A., Khachatryan, H., & Wei, X. (2018). Assessing purchase patterns of price conscious consumers. Horticulturae, 4(3), 1-16.
  • Schermelleh-Engel, K., Moosbrugger , H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Sharma , V. M., & Klein, A. (2016). Intention-to-participate in online group buying and consumer decision-making styles. International Journal of Electronic Marketing and Retailing, 7(3), 245-271.
  • Shirai, M. (2015). Impact of “high quality, low price” appeal on consumer evaluations. Journal of Promotion Management, 21, 776-797.
  • Sproles, E. K., & Sproles, G. B. (1990). Consumer decision-making styles as a function of individual learning styles. The Journal of Consumer Affairs, 24(1), 134-147.
  • Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles. The Journal of Consumer Affairs, 20(2), 267-279.
  • Walsh, G., Hennig-Thurau, T., Wayne-Mitchell, V., & Wiedmann, K.-P. (2001). Consumers’ decision-making style as a basis for market segmentation. Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 117-131.
  • Yasin, B. (2009). The role of gender on Turkish consumers' decision-making styles. S. Samu, R. Vaidyanathan, & D. Chakravarti içinde, Asia-Pacific Advances in Consumer Research (Cilt 8, s. 301-308). Duluth, Minnesota: Association for Consumer Research.
  • Yaşar, O., & Sundu, M. (2017). Karar verme stili ile düşünme stili ilişkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 183-194.
  • Yeniçeri, T., & Özbezek, B. D. (2019). Tüketici karar verme tarzları: Suriyeli sığınmacılar üzerine bir araştırma. Business & Management Studies: An International Journal, 7(5), 2282-2298.
  • Yücel, E. K. (2017). Demografik özelliklerin satın alma karar tarzları üzerine etkisi: Beyaz eşya ürünleri üzerine bir uygulama. AKÜ İktisadi ve İdari Bilimler Fakültesi Dergisi, 19(2), 53-68.
There are 26 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Ertuğrul Köse

Publication Date December 15, 2020
Published in Issue Year 2020 Volume: 3 Issue: 2

Cite

APA Köse, E. (2020). FİYAT VE YÜKSEK KALİTE ODAKLI TÜKETİCİ KARAR VERME TARZLARI İLE DEMOGRAFİK DEĞİŞKENLER ARASINDAKİ İLİŞKİNİN İNCELENMESİ: SİGORTACILIK SEKTÖRÜ ÇALIŞANLARI ARASINDA BİR ARAŞTIRMA. Academic Review of Humanities and Social Sciences, 3(2), 447-465.

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