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The Comparison of Consumers' Values and Lifestyles According to Frequency of Visiting Shopping Centers: The Malatya Case


Values, which are constantly attracted to the social sciences, are seen as a criterion in the attitudes, opinions and behaviors of the individual and reflect what they prefer, what they want, and what they do not want. Because of this, values are the most important determinant of lifestyle. Lifestyle is a concept that expresses how people live, spend their time and money, where they go, why they go, and how consumption preferences reflect their values and pleasures. In this study, it was researched whether the frequency of consumers visiting shopping centers differed according to their values and lifestyles. As a result of the research, it has been reached that the consumers’ visiting frequency of shopping centers differ according to their values and lifestyles. According to the survey conducted on 450 people living in the central districts of Malatya province, 6 different lifestyle features appeared and each of them visited the shopping centers with different frequencies. Moreover, according to Kahle's value classification of 9, it was observed that individuals with different values went to AVMs at different frequencies. As a result of the ANOVA analysis, it has been revealed that the individuals who have hedonic values, are looking for excitement, who have a brand and fashionable life style, go to AVMs "every day" or "when they have time". Besides, it has been reached that individuals who have empathical values and follow the discounts do not go to the shopping malls or go only at weekends


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The Comparison of Consumers' Values and Lifestyles According to Frequency of Visiting Shopping Centers: The Malatya Case

Yazar: - Yıldırım YILDIRIM; Önder KETHÜDA
Sayfa Sayısı: 1-25
DOI:
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