Includes CD

'Abstract How consumers decide to buy a product and according to which criterions they buy the product are the subjects that marketers mostly interested in and analyze. The consumers develop a purchase style by taking the right factors for themselves into consideration. Many factors cause the occurrence of these types. One of these factors, the personal values of the consumer, is more dominant than other factors in some cases. The aim of this research is measuring the impact of personal values on purchase decision-making style. In recent years, as the consumption of alcoholic beverage is increasing permanently, analyzing the consumer purchase style on this has become necessary for the marketers. This is because the market of alcoholic beverage is really big and getting bigger day by day. In the theoretical part of this study, some information about the personal values is given and purchase decision-making style is explained. In the light of them, the effects of the personal values in purchase decision-making of alcoholic beverage are tried to be specified. The consumers, who live in a tourist attraction, Famagusta, and consume alcoholic beverages, are counted in this study. In the research, initially the personal values are asked to the consumers and then their purchase decision-making style is tried to be specified via multiple regression and canonical correlation analysis. As a result of the analysis, it can be said that the individuals who emphasis on their personal development, enjoy the life and like having warm relationships with others are well-versed in buying alcoholic beverage, rejoice in shopping and perfectionists. Key Words: Purchase decision-making style, personal values, alcoholic beverages. Özet Tuketicilerin bir urunu almaya nasıl karar verdikleri, urunleri hangi kıstaslara gore aldıkları pazarlamacıların en cok merak ettikleri ve inceledikleri konulardır. Tuketiciler urunu secerken kendine gore doğru olan etkenleri goz onunde bulundurarak bir satın alma tarzı gelistirirler. Bir cok etken bu tarzların gelismesine neden olur. Bazı durumlarda bu nedenlerden birisi diğerlerine gore biraz daha ağır basar, bu da tuketicinin bireysel değerleridir. Arastırmanın amacı, bireysel değerlerin satın alma karar tarzı uzerindeki etkisini olcmektir. Son yıllarda alkollu icecek tuketiminin surekli artısı, pazarlamacıların bu konuda tuketicinin satın alma tarzını incelemesi gerekliliğini ortaya cıkarmıstır. Cunku alkollu icecek pazarı oldukca buyuktur ve surekli olarak buyumeye devam etmektedir. Yapılan bu calısmanın kuramsal bolumunde bireysel değerler hakkında bilgiler ve tuketici satın alma karar tarzının ne olduğu acıklanmıstır. Buradan yola cıkarak bireysel değerlerin alkollu icecek satın alma karar tarzları uzerindeki etkileri belirlenmeye calısılmıstır. Arastırmaya Kuzey Kıbrıs Turk Cumhuriyeti Gazi Mağusa ilcesinde yasayan ve alkollu icecek satın alan tuketiciler dahil edilmistir. Arastırmada once tuketicilerin bireysel değerlere verdiği onem sorulmus daha sonra satın alma karar tarzları coklu regresyon ve kanonik korelasyon analizleriyle tespit edilmeye calısılmıstır. Analiz sonucunda, kisisel gelisimine onem veren, hayattan zevk alan ve baskalarıyla sıcak iliskiler kurmaktan hoslanan bireylerin alkollu icecek alırken alısveris uzmanı oldukları, alısveristen zevk aldıkları ve mukemmeliyetci oldukları soylenebilir. Anahtar Kelimeler: Satın alma karar tarzı, bireysel değerler, alkollu icecek. '

1 INTRODUCTION

3 CHAPTER 1

3 THE DEFINITION AND DEVELOPMENT OF PERSONAL VALUES

3 The Concept of Value and the Definition of Value

5 The Relationship and Differences Between Values and Some Other Concepts

5 Value and Attitudes

7 Value and Culture

9 Value and Needs

10 Value and Beliefs

11 Value and Life Style

13 The theoretical structure of values

13 Values according to Maslow

14 The Value approach of Rokeach

15 VALS Value Approach

18 Kahle Value Approach

20 Schwartz's Value Approach

21 MILOV Value Approach

24 CHAPTER 2

24 CONSUMPTION, THE CONCEPT OF CONSUMER AND THE PURCHASE DECISION STYLE OF CONSUMER

24 The Description of Consumption and Consumer

26 The Consumer Profile and Its Effects

26 The Definition of Consumer Behavior

28 Consumer Behavior and Its important in Marketing

31 The Types of Consumer Purchase Decisions

31 Routine(Automatic) Purchase Behavior

32 Purchase with Limited Effort

33 Purchase with Hard Effort

33 Reactional Purchase

34 The Process of Consumer Decision Making Style

35 Problem Recognition

36 Infromation Search

37 Evaluation of Alternatives

38 Products Choice

38 Outcomes

39 The Approaches of Consumer Purchase Decision Making Types

40 Psychogarphic Life Style Approach

41 Consumer Typology Approach

41 Consumer Characteristics

43 The Usage of Cosumer Decision-Making Style Inventory

45 The Usage of Consumer Decision-Making Style Inventory

45 CHAPTER 3

45 THE STUDY FOR THE EFFECTS OF PERSONAL VALUES ON THE CONSUMER PURCHASE STYLE

45 The Aim and the Importance of the Study

46 The Hypothesis and the Conceptual Model of the Study

49 The Context and Constraints of the Study

49 The Method of The Study

49 The Target Population and The Sample of the Study

49 The Preparation and the Context of the Questionnaire

50 The Demographic Features of the Sample

51 The Analysis of The Data

52 The Results of the Reliability Analysis Related with the Personal Values

52 The Results of the Factor Analysis Related with the Purchase Decision Making Styles of Alcoholic Beverages

56 Hypothesis Testing Related with the Relations between Personal Values and the Purchase Decision-Making Styles of Alcoholic Beverages

97 CONCLUSION AND SUGGESTIONS

104 REFERENCES