THE EFFECTS OF GENDER, AGE, INCOME AND TV WATCHING DURATION ON THE CONSUMERS PURCHASING DECISIONS
Mustafa Kara, Damla Kara, Pınar Kara
Pages: 443-457 Published: 22 Aug 2017
Views: 995 Downloads: 341
Abstract: The purchasing decisions of consumers have become more complex recently with the increased competition in the market; purchasing decision processes of consumers and the factors affecting these processes have become extremely important in terms of final sellers and producer. The effects of demographic, cultural and social factors affecting purchasing behaviour of consumers are increasing day by day. The distribution of consumers, living in İstanbul Province, Kadıköy District, over 55 years old was examined according to their demographic characteristics within the scope of the analysis; it was analysed whether there was an association between their purchasing decisions and the Gender, Age, Income, Behaviour of Watching Television and Advertisement. In this study, face-to-face interview method was used as a quantitative research method and the survey study was used as a research type. It was conducted on 90 people using a simple random method in the different quarters of Kadıköy District, in Istanbul Province.