AU  - Kaya,Hakan
AU  - Supervisor: Güneren, Ebru
TI  - The effects of personal values on consumer's decision making styles: A study in Turkish Republic of Northern Cyprus
PY  - 2013///
CY  - Nicosia
PB  - Cyprus International University 
KW  - Alkollü içecek
KW  - Alcoholic beverages
KW  - Satın alma karar tarzı
KW  - Purchase decision-making style
N1  - 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
N2  - '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. '
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