Pazarlama İçgörüsü Üzerine Çalışmalar

Yazarlar: Hüseyin Çağatay KARABIYIK, Selda BAŞARAN ALGÖZ

Konular:İşletme

Anahtar Kelimeler:Psycho-marketing,Personality Test,Consumer Styles Inventory,Dark Triad Personality Test,Consumer Behavior

Özet: Detailed psychographic determinations in deepening marketing research gain importance in both theory and practice. Based on this thought, in this study, it was examined whether personality tests able to profile the consumers as an independent variable. For that purpose, one-way ANOVA analysis was applied between the Dark Triad Personality Test and the Consumer Styles Inventory. The findings show that the most important three factors are habitual consumer, indecision and perfectionism for the Machiavellian personalities; careless consumer, confused by over-choice and fashion consciousness for psychopath personalities; perfectionism, habitual consumer and price consciousness for narcissist personalities. As a result, The Dark Triad Personality test meaningfully profiled the Consumer Styles Inventory and examinations were completed in both theoretical and practical perspectives. Practical examinations were completed in the effectiveness of marketing strategies. Theoretical examinations were completed in the base of personality tests in marketing research.

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