THE EFFECT OF GENDER AND INCOME ON CONSUMER STYLES / Cinsiyet Ve Gelirin Tüketici Tarzına Etkisi

THE EFFECT OF GENDER AND INCOME ON CONSUMER STYLES / Cinsiyet Ve Gelirin Tüketici Tarzına Etkisi

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The aim of this study is to determine the effect of gender and income onconsumer styles.The questionnaire was conducted with Recep Tayyip ErdoganUniversity students (n=346) in Rize/Turkey.Hypotheses were tested click here by MannWhitney U Test, Kruskal Wallis Test and Spearman Correlation Analysis alongwith Exploratory Factor Analysis.

Most of the participants are price-orientedstudents who exhibit a perfectionist consumer style.While women are morelikely to be confused and have poise pads in bulk instant buying tendency, men avoid shopping.Asincome level increases, price sensitivity decreases whereas instant buying andperfectionism increase.

Perfectionist consumers are also focused on brand andfashion.Price sensitive people usually buy by comparing.Instant buyers arenot price sensitive.

Those who experience information confusion due to theexcess of alternatives tend to buy habitually.