YENİÇERİ, Tülay Aksaray Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÖZBEZEK, B. Dilek Gaziantep Üniversitesi - Sosyal Bilimler Enstitüsü - İşletme Anabilim Dalı, Turkey

DOES GENDER DIFFERENTIATE THE MANNERS OF CONSUMER DECISION?

36895

Today with the influence of globalization, for the consumers taking decision became much more complicated. Because the manners of consumer decision influence the consumer purchase behaviors and being used at market segmentation, it is so significant to research this subject with regard to marketing practice and marketing strategies. Within this context the aim of this research is researching Syrian migrants’ manners of taking decision and determining the fact that gender differentiate or not on manners of taking decision. In this research done for scrutinizing the manners of taking decision of the migrants came from Syria to our country, initially reliability and validity analysis of the used scale have been done. In terms of manner of purchase, in order to determine the differences of Syrian male and female consumers, the discriminant has been implemented. As a result of this research done to determine the manners of purchase of Syrian migrants, the obtained factors are in parallel with Sproles and Kendall to a large extent. According to the results of the discriminant analysis implemented to test the research hypothesis, Syrian man and women have different manners of taking decision.

591

Consumer Decision Making Styles , Consumer Styles Inventory , Consumer Behavior

Journal Of Economics and Administrative Sciences, Ataturk University

608