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© Business & Management Studies: An International Journal, 2019
PhD. Student, Sakarya University
Prof. Dr., Sakarya University, Business Faculty
How to Cite
ANALYSIS OF THE RELATIONSHIP BETWEEN THE DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS AND THEIR IN-STORE PURCHASE BEHAVIOR: THE CASE OF A COSMETICS STORE
Vol 7 No 2 (2019): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Submitted: Mar 28, 2019
Published: Jun 26, 2019
The aim of this study is to investigate the relationship between the mood of consumers and their in-store purchasing behavior. In the study, 800 people were selected by sampling method. Data analysis was done by SPSS 22.0 package program. According to the research findings, a positive correlation has been found between (a) self-confidence and the sub-dimensions of the time spent, the money spent, the intention to become a customer again and satisfaction; (b) happiness and the sub-dimensions of the time spent, the money spent, the intention to become a customer again and satisfaction; on the other hand, a negative correlation has been found between insouciance and the sub-dimensions of the time spent, the money spent, the intention to become a customer again and satisfaction. Self-confidence dimension of mood differ in terms of gender, education level, income level and occupations; happiness dimension; in terms of gender, income level and occupations; insouciance dimension in terms of gender, marital status, age, income and occupation.