Business & Management Studies: An International Journal

Yazarlar: Volkan Özbek, Aycan Külahlı

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Özet: The main aim of this study is to reveal whether consumers’ product involvement, satisfaction and loyalty levels differentiate in terms of smart phones and perfume. In order to achieve this goal, a research was implemented by using survey method on 665 Balıkesir University Burhaniye School of Applied Science students who are determined with convenience sampling method. The reason of using this sample is the anticipation of that university students’ consciousness and involvement levels about smart phones and perfumes might be higher than other populations. The research results demonstrate that there are differences according to gender in symbolic value, risk probability, and hedonic value dimensions of involvement terms of smart phones. In terms of perfume products involvement, the results also indicate that there are differences according to gender in interest and hedonic value dimensions of involvement. In addition, it is identified that satisfaction and loyalty towards perfume brands is higher for women than men. However, it is found that satisfaction and loyalty levels towards smart phones do not show any difference according to gender. 

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