Coğrafi Bölgelere ve Demografik Özelliklere Göre Öğrencilerin Tüketici Özelliklerinin Karşılaştırılması: Hitit Üniversitesi Öğrencilerine Yönelik Ampirik Bir Çalışma
Comparison of Consumer Behaviours of Students According to Geographical Regions and Demographic Characteristics: Empirical Study On The Students Of Hıtıt Unıversıty

Summary/Abstract: The purpose of this study, along with testing that the scale developed to measure consumer behaviours is a valid and reliable scale, is to examine whether students show the consumer behaviours vary depending on the geographic regions and demographics. In order to achieve the stated goal in this study, the scale used by Steenkamp and Olivares (2015) to evaluate the stability of consumer behaviours was utilized. Consumer behaviours dwelled on store loyalty, brand loyalty, quality consciousness, price consciousness, market research and impulse buying. In this study, the data collected from 234 students who were studying at Hitit University were analyzed. In order to measure construct validity of the data, exploratory factor analysis was used. In addition to this, Reliability Analysis was used to test the consistency of the questions and the reliability of the scale. Whether the consumer characteristics differed according to the geographical regions and demographic characteristics was decided as a result of "Anova Test and Two Independent Sample T Test".

• Details
• Contents