Year: 2024
Type: article
Study design: Observational Study
Abstract: Consumption, which appears as an indispensable element in meeting human needs, can be shaped by emotional motivations beyond the concept and phenomenon of need. Individuals, who gain continuity in their purchasing behaviour with the influence of consumption culture, can tend towards purchasing behaviour with the influence of advertisements and can make unplanned purchases. In this context, a survey was conducted in the study aiming to determine the media, advertising viewing habits and unplanned purchasing behaviours of young consumers. The study, which has a quantitative research design, focused on young consumers studying at university in Ankara. Analyses were carried out with the data obtained from a total of 464 participants, percentages were presented using descriptive statistics and chi square analysis was applied to determine whether there is a difference between the tendencies of consumers based on gender variable. As a result of the research, a significant difference was found in some statements in terms of gender variable and it was understood that women had a higher tendency to engage in unplanned purchasing behaviour.
Source: DergiPark (Istanbul University)
Author: Türkoğlu, Emir
Institution: Ankara Hacı Bayram Veli University
Language: Turkish
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4404942584