Davranışsal iktisat çerçevesinde tüketici davranışlarının incelenmesi: Postmodern tüketim örneği
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Trakya Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Postmodern tüketici bir ürünü tercih edip satın alırken, artık satın alınan ürünün kendisine sağlayacağı faydadan daha çok kendisinin o ürüne sahip olduğu zaman ona katacağını düşündüğü imaj, statü, imge, popülerliği ve benzeri gibi etkilerini düşünmektedir. Bu tarz tüketimin postmodern tüketim şekillerinden olduğunu söylemek mümkündür. Postmodern tüketim kültüründe, birey ürünü alırken ürünün kendisine getirdiği prestiji satın almak istemektedir. Postmodern çağda, bu durumun etkilerini sıklıkla görmek mümkündür. Postmodern tüketim kültürü, gelişen teknoloji, sosyal medya, reklam ve pazarlama unsurları ürünlerin tanıtımını, tüketmek için değil, bireylerin kendilerini iyi hissetmesi, ait hissetmesi, bir topluluğa ait olmak ya da aynı toplumdan benzersiz derece farklı olarak ön plana gelmek isteğinin özendirilmesi yönündedir. Birey ürün pazarlama stratejilerinden çok o ürünü elde etmeye, kendisine sağlayacağı prestije odaklanmış durumdadır. Postmodern tüketim şekillerinden; statü tüketimi, gösterişçi tüketim, benzersizlik ihtiyacı, hedonik tüketim, iç tepkisel satın alma, moda yönelimli tüketim konularının incelendiği ve tüketim şekillerinin tüketicinin demografik özelliklerine göre kısmen farklılık gösterdiği bulgusuna ulaşılmıştır. Bunun yanında postmodern tüketim şekillerinin de birbirleriyle ilişkisi incelenmiş ve altı tüketim şeklinin de birbiriyle pozitif yöndeki etkisi gözlenmiştir. Araştırma evrenini Kırklareli halkı oluşturmaktadır. Dolayısıyla ulaşılan bulgular ve yapılan yorumlar Kırklareli merkez ilçesi evreninden seçilen örneklem için geçerlidir. Anahtar Kelimeler: Postmodern Tüketim Şekilleri, Postmodern Tüketim Kültürü, Tüketim Kültürü, Davranışsal İktisat
When today's consumer chooses and buys a product, he now thinks about the effects of the purchased product such as image, status, image, popularity, etc. It is possible to say that this type of consumption is one of the postmodern consumption patterns. In the postmodern consumption culture, the individual wants to buy the prestige that the product brings to him while buying the product. In today's postmodern era, where we can see the effects of this situation widely, postmodern consumption culture, advancing technology, social media, advertising and marketing elements are not for consumption, but the promotion of the product or service is no longer for individuals to feel good, to feel belonging, to belong to a community or to be uniquely different from the same society. is to encourage the desire to come to the fore. The individual is focused on the prestige it will provide to obtaining that product rather than product marketing strategies. Among the postmodern consumption patterns that are frequently observed in the postmodern consumption culture; It was found that status consumption, conspicuous consumption, need for uniqueness, hedonic consumption, reactive buying, fashion-oriented consumption were examined and consumption patterns differed partially according to the demographic characteristics of the consumer and generally did not have a significant difference. In addition, the relationship between postmodern consumption patterns was examined and the positive effects of six consumption patterns were observed among themselves. The research sample consists of the people of Kırklareli. Therefore, the findings and comments made are valid for the central district of Kırklareli. Keywords: Postmodern Consumption Patterns, Postmodern Consumption Culture, Consumption Culture, Behavioral Economics
When today's consumer chooses and buys a product, he now thinks about the effects of the purchased product such as image, status, image, popularity, etc. It is possible to say that this type of consumption is one of the postmodern consumption patterns. In the postmodern consumption culture, the individual wants to buy the prestige that the product brings to him while buying the product. In today's postmodern era, where we can see the effects of this situation widely, postmodern consumption culture, advancing technology, social media, advertising and marketing elements are not for consumption, but the promotion of the product or service is no longer for individuals to feel good, to feel belonging, to belong to a community or to be uniquely different from the same society. is to encourage the desire to come to the fore. The individual is focused on the prestige it will provide to obtaining that product rather than product marketing strategies. Among the postmodern consumption patterns that are frequently observed in the postmodern consumption culture; It was found that status consumption, conspicuous consumption, need for uniqueness, hedonic consumption, reactive buying, fashion-oriented consumption were examined and consumption patterns differed partially according to the demographic characteristics of the consumer and generally did not have a significant difference. In addition, the relationship between postmodern consumption patterns was examined and the positive effects of six consumption patterns were observed among themselves. The research sample consists of the people of Kırklareli. Therefore, the findings and comments made are valid for the central district of Kırklareli. Keywords: Postmodern Consumption Patterns, Postmodern Consumption Culture, Consumption Culture, Behavioral Economics
Açıklama
Yüksek Lisans
Anahtar Kelimeler
Ekonomi, Economics
