Vol. 7 No. 2 (2019): Business & Management Studies: An International Journal
Articles

ANALYSIS OF THE RELATIONSHIP BETWEEN THE DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS AND THEIR IN-STORE PURCHASE BEHAVIOR: THE CASE OF A COSMETICS STORE

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  • Damla YILMAZOĞLU,
  • Bayram TOPAL
Damla YILMAZOĞLU
PhD. Student, Sakarya University
Bayram TOPAL
Prof. Dr., Sakarya University, Business Faculty
DOI: https://doi.org/10.15295/bmij.v7i2.1095

Published 2019-06-26

Keywords

  • Mood,
  • In-Store Behavior,
  • Demographic Features
  • Duygudurum,
  • Mağaza İçi Satın alma Davranışı,
  • Demografik Özellikler

How to Cite

YILMAZOĞLU, D., & TOPAL, B. (2019). ANALYSIS OF THE RELATIONSHIP BETWEEN THE DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS AND THEIR IN-STORE PURCHASE BEHAVIOR: THE CASE OF A COSMETICS STORE. Business & Management Studies: An International Journal, 7(2), 714–734. https://doi.org/10.15295/bmij.v7i2.1095

Abstract

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.

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