Vol. 8 No. 3 (2020): Business & Management Studies: An International Journal
Articles

THE SCALE FOR THE ATTITUDES OF CUSTOMERS TOWARDS PURCHASING TENDENCY WITHIN THE CONTEXT OF BUSINESS, MARKETING AND SALES OFFICERS' GENDERS: A VALIDITY AND RELIABILITY STUDY

PDF
  • Ruhan İRİ
Ruhan İRİ
Assist. Prof. Dr., Niğde Ömer Halisdemir University
DOI: https://doi.org/10.15295/bmij.v8i3.1521

Published 2020-09-25

Keywords

  • Business, Marketing, Validity and Reliability Niğde
  • İşletme, Pazarlama, Geçerlik ve Güvenirlik, Niğde

How to Cite

İRİ, R. (2020). THE SCALE FOR THE ATTITUDES OF CUSTOMERS TOWARDS PURCHASING TENDENCY WITHIN THE CONTEXT OF BUSINESS, MARKETING AND SALES OFFICERS’ GENDERS: A VALIDITY AND RELIABILITY STUDY. Business & Management Studies: An International Journal, 8(3), 2776–2792. https://doi.org/10.15295/bmij.v8i3.1521

Abstract

The purpose of the study is to develop a scale that will allow measuring the attitudes of customers towards purchasing tendency within the context of the business, marketing and sales officers' genders. Items were developed by the related literature, and content validity was determined through the opinions of 28 field experts. The participants of the study consist of 511 consumers who shopped at corporate or brand business stores that were selected through judgemental sampling method in the city centre of Niğde between 01-31 December 2019. As a result of the exploratory factor analysis conducted to ensure the construct validity of the scale, a four-factor structure consisting of 16 items was obtained. Cronbach alpha reliability coefficient for the whole scale was found as .894. Confirmatory factor analysis results, which were carried out to understand whether this structure fitted the sample data, showed that the fit index of the scale was at an acceptable level. Based on the findings of the study, it can be stated that the scale is valid and reliable, and that it can be used to analyse customers' attitudes towards purchasing tendency within the context of the genders of business, marketing and salespeople in corporate business (brand) stores.   

 

PDF

Downloads

Download data is not yet available.

References

  1. Akdoğan, Ş. & Karaarslan, M. H. (2010). Mağaza İçerisinde Tüketicinin Kararını Yönlendiren Kişilerin Etkisinin Senaryo Yöntemi ile Ölçülmesi. Tüketici ve Tüketim Araştırmaları Dergisi, 2(2), pp. 29-48, from https://s3.amazonaws.com/academia.edu.documents/31069746/cilt-2-sayi-2-2010. (access: 16.04.2020).
  2. Arnold, K. A. & Bianchi, C. (2001). Relationship Marketing, Gender, and Culture: Implications For Consumer Behavior. ACR North American Advances. https://doi.org/10.1080/0959396042000178179.
  3. Arnould, E., J., Price, L. & ZİNKHAN, G. M. (2002). Consumers. McGraw-Hill/Irwin, NewYork, USA.
  4. Avery, J. (2012). Defending The Markers of Masculinity: Consumer Resistance to Brand Gender-Bending, International Journal of Research in Marketing, 29(4), pp. 322-336. https://doi.org/10.1016/j.ijresmar.2012.04.005.
  5. Bagozzi, Richard, P. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error: A Comment, Journal of Marketing Research, 18(3), pp. 375-381. https://doi.org/10.1177/002224378101800312.
  6. Bakshi, S. (2012). Impact of Gender on Consumer Purchase Behaviour, Journal of Research in Commerce and Management, 1(9), 1-8. available at: http://www.abhinavjournal.com/images/Commerce_&_Management/Sep12/1.pdf (access: 16.04.2020).
  7. Barletta, M. (2003). Marketing to Women: How to Understand, Reach, and Increase Your Share of The World's Largest Market Segment, Chicago: Dearborn Trade Publishing. from https://books.google.com.tr/books?hl=tr&lr=&id=3il58OdP1mUC&oi (access: 16.04.2020).
  8. Büyüköztürk, Ş. (2010). Sosyal Bilimler İçin Veri Analizi El Kitabı. Ankara: Pegem Yayıncılık. ISBN 978-975-6802-74-8, DOI 10.14527/9789756802748.
  9. Büyüköztürk, Ş. (2019). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, Pegem Akademi Yayıncılık, pp. 001-214, Ankara. ISBN 978-975-6802-74-8, DOI 10.14527/9789756802748.
  10. Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th Ed.). Thousand Oaks, CA: Sage Publications.
  11. Çabuk, S. & Araç, S., K. (2013). Psikografik Bir Pazar Bölümlendirme Değişkeni Olarak Cinsiyet Kimliği: Tüketim Araştırmalarında Cinsiyet Kimliği Kavramının İncelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 27-40. https://dergipark.org.tr/en/pub/cusosbil/issue/4393/60444 (access: 16.04.2020).
  12. Dökmen, Z., Y. (2015). Toplumsal Cinsiyet: Sosyal Psikolojik Açıklamalar, İstanbul: Remzi Kitapevi.
  13. Ersoy, E. (2009). Cinsiyet Kültürü İçerisinde Kadın ve Erkek Kimliği (Malatya Örneği), Fırat Üniversitesi Sosyal Bilimler Dergisi, 19(2), 209-230. available at: http://web.firat.edu.tr/sosyalbil/dergi/arsiv/cilt19/sayi2/209-230.pdf (access: 16.04.2020).
  14. Field, A. (2009). Discovering Statistics Using SPSS. Sage Publications.
  15. Fischer, E. & Arnold, S., C. (1990). More Than A Labor of Love: Gender Role and Christmas Gift Shopping, Journal of Consumer Research, 17: 333-345. https://doi.org/10.1086/208561.
  16. Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, (Vol. 5). Ankara, Turkey: Asil Yayın Dağıtım.
  17. Karahan, F., D. (2018). İlmi Etüdler Derneği ve Burdur Mehmet Akif Ersoy Üniversitesi 7. Türkiye Lisansüstü Çalışmalar Kongresi, Burdur, pp. 169-186. from https://www.ilem.org.tr/mediaf/1._cilt.pdf (access: 16.04.2020).
  18. Karahan, F. D. & Adak, N. (2019). Tüketimin Cinsiyeti: Tüketim Toplumunda Gençlerin Tüketim Eğilimleri, Akdeniz Kadın Çalışmaları ve Toplumsal Cinsiyet Dergisi, 2(1), pp. 118-148. DOI:10.33708/ktc.560758.
  19. Karasar, N. (2019). Bilimsel Araştırma Yöntemi, Nobel Akademi, Ankara.
  20. Kılıçer, T., Boyraz, E. & Tüzemen, A. (2016). Kadın, Erkek, Ya Da? Hediye Satın Alma Davranışında Cinsiyet Kimliği Rolünün Etkisi. Ege Academic Review, 16(1), 121-133. available at: https://pdfs.semanticscholar.org/bc22/bfa540d4b898d15d77dc896f5a0c37c0e2cc.pdf (access: 16.04.2020).
  21. Lieven, T. (2016). Customers Choice of a Salesperson During The İnitial Sales Encounter. Journal of Retailing and Consumer Services, 32, 109-116. https://doi.org/10.1016/j.jretconser.2016.06.005.
  22. Ndubisi, N. O. (2006). Effect of Gender on Customer Loyalty: A Relationship Marketing Approach. Marketing İntelligence & Planning. DOI 10.1108/02634500610641552.
  23. Özdamar, K. (2002). Paket Programlar ile İstatiksel Veri Analizi, Kaan Kitabevi, Eskişehir.
  24. Peterson, R., A. (2005). Response Construction in Consumer Behavior Research, Journal of Business Research, 58, ss.348-353. https://doi.org/10.1016/S0148-2963(03)00100-0.
  25. Schermelleh-Engel, Karin; Helfried Moosbrugger & Hans Müler, (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures, Methods of Psychological Research Online, 8(2), pp. 23-74. available at: http://citeseerx.ist.psu.edu/ viewdoc/download?doi=10.1.1.509.4258&rep=rep1&type=pdf (access: 16.04.2020).
  26. Schumacher, R. E. & Lomax, R. G. (2004). A Beginner's Guide to Structural Equation Modeling. Mahwah, New Jersey: Lawrence Erlbaum Associates. https://doi.org/10.4324/9780203851319.
  27. Strouse, A., W. (2019). Gender Trouble Couplets, Volume 1. DOI:10.21983/P3.0266.1.00.
  28. Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LİSREL Uygulamaları, Ekinoks Yayınları, Ankara.
  29. Tabachnick, B. G., Fidell, L. S. & Ullman, J. B. (2007). Using Multivariate Statistics (Vol. 5). Boston, MA: Pearson. available at: https://www.pearsonhighered.com/ assets/preface/0/1/3/4/0134790545.pdf (access: 16.04.2020).
  30. Tekvar, S., O. (2016). Tüketici Davranışlarının Demografik Özelliklere Göre Tanımlanması, İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 5(6), 1601-1616. https://doi.org/10.15869/itobiad.256244.
  31. Yurdugül, H. (2005). Ölçek Geliştirme Çalışmalarında Kapsam Geçerliği İçin Kapsam Geçerlik İndekslerinin Kullanılması, XIV. Ulusal Eğitim Bilimleri Kongresi (Kongre Kitabı), Pamukkale Üniversitesi Eğitim Fakültesi. Denizli. 28-30 Eylül. from http://yunus.hacettepe.edu.tr/~yurdugul/3/indir/PamukkaleBildiri.pdf (access: 16.04.2020).