MAĞAZA ÇALIŞANLARININ GÖRÜŞLERİNE GÖRE SOFRA SERAMİKLERİNDE TÜKETİCİ TERCİHİ VE GEREKSİNİM
CONSUMER PREFERENCES AND NEEDS IN TABLEWARE CERAMICS ON THE BASIS OF THE OPINIONS OF SHOP ASSISTANTS

Summary/Abstract: There have been changes in production, consumption and lifestyles in the process extending from pre-industrial society to today's science and technology age. Individuals living in urban areas are working harder and leading a more hectic life. In this hectic phase of life, they prefer places where they can meet all their needs and spend most of their free time in the most effective way. In this regard, they mostly prefer to spend their free time in shopping centers where the pattern of consumption is the most intense. In shopping centers, needs for food, clothing, cosmetics and household supplies are met; there are places to spend time with friends or children outside of work and they become centers of attraction with cultural and artistic activities organized within them. The individual seeing many produces either needed or not needed in the same place is encouraged to consume more because the pleasure taken from consumption has turned out to be a source of happiness for the individual and thus the number of individuals believing that they will be happy if they consume more has increased. Nowadays, when everything that can be bought and sold has become the object of consumption, tableware ceramics have become commoditized and taken their place in the production and consumption network and have been put up for sale in stores in shopping centers where all kinds of needs are met. The data of the current research which was limited to two ceramic stores in a shopping center in the Kütahya were collected through interviews conducted with the sales assistants in these shops. In light of the information collected from the sales assistants who are in direct contact with the consumer, the products preferred by consumers and their relationship with the needs are explained.

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