Tüketicilerin satın alma davranışlarının moda ve feminizm ilişkisi bakımından incelenmesi
Yükleniyor...
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Moda, kısa vadede yaşadığı dönemine, uzun vadede insanlık tarihine kaynaklık etmektedir. Alanındaki yeni yaklaşımlar, kadının bilinçsel ve fiziksel alanına farkındalık ve değişim sağlamaktadır. Bu ilişkiyi açıklayabilmek için tüketicilerin satın alma davranışlarını moda ve feminizm ilişkisi bakımından incelenmesi başlığı ile birlikte ele alınması, irdelenmesi ve bu anlamda hem kadınlara hem de erkeklere bakış açısı kazandırmak bağlamında moda açısından bu araştırma önemli görülmüştür. Araştırmanın amacı; henüz hâlâ tam anlamıyla oluşmamış kadın özgürlüğünü, dolayısıyla feminizmi, kadın bedeninde görünür hale getiren moda tasarımının ve bireysel farkındalığın anlaşılabilmesinin önemli olduğu düşünülmüştür. Sosyal ve toplumsal haklarını arayan kadınların feminizm ve sonrasında kıyafet değişimini ortaya koyma; tüketicilerin satın alma davranışı ile erkek ve kadının feminizme ve modaya bakış açısını, etkilendikleri noktaları ortaya çıkarma ve iki cinsiyet arasındaki bakış açısını saptama, feminizmin modaya ve birey özgürlüğüne katkısını ortaya koymaya çalışan bir araştırmadır. Giysi seçiminde ve satın alımlarda erkeklerin ve kadınların tercihlerinin feminizm bağlamında incelenmesi, feminizm ve modanın arasında ilişki olup olmadığı konusunda araştırma planlanmıştır. Bu konu; kadınların özgürlük hareketi olarak bilinen feminizm düşüncesinin, moda üzerindeki kuvvetli etkisinden dolayı seçilmiştir. Araştırmanın evreni; Konya ilinde bulunan Selçuklu, Meram ve Karatay ilçelerindeki tüketicilerdir. Araştırma evrenin seçilmesindeki amaç Konya'da yaşayan ve alışveriş yapan insanların moda ve feminizm kavramlarına yaklaşımlarını ölçmek ve tüketici bağlamında çözümlemektir. İnsanların satın alma davranışlarında kadın ve erkek cinsiyeti gözetilerek, moda ve feminizm açısından incelendiğinde farklılık çıkacağı düşüncesi ile araştırma, literatür ve anket sonucu ile ortaya konulmuştur. Araştırmanın örneklemi ise yine Konya ilçesindeki (Selçuklu, Meram, Karatay) yer alan cafe, pastane, restorant, lokanta gibi toplu alanlardır. Araştırmada pilot çalışması uygulaması yapılmıştır. Buna göre örneklem içerisinden kolayda örneklem yöntem ile seçilen 200 tüketiciye ulaşılmış ve anket uygulaması yapılmıştır. Yapılan ankete göre güvenilirliği düşüren sorular çıkarılmış, anket soruları düzenlenerek asıl anket oluşturulmuştur ve 1000 kişiye uygulanmıştır. Anketin sonuçları SPSS programı ile çözümlenmiş ve verilerin analizinde frekans ve crosstab tablolar ile ki kare anlamlılık düzeyine bakılmıştır. Bulgular bölümünde tablolar analiz edilmiş ve yorumlanmıştır. Araştırmanın sonucunda literatürde moda ile feminizm arasında bir bağın olduğu kaynaklar ile ortaya konulmuştur. Anket verilerine göre her iki cinsin satın alma tercihleri değişmekte, moda ve feminizme bakış açısında da farklılıklar olduğu belirlenmiştir.
Fashion is a source for its time in the short term and a source for its history in the long term. New approaches provide awareness and a change in the cognitive and physical domains of the woman. In explaining this relation, this study is considered important since it discusses and scrutinizes the buying behaviors of consumers in terms of the fashion and feminism relation, and it helps both men and women to gain a different point of view. The aim of this study is to make the fashion design and individual awareness more comprehensible, which makes the immature liberation of women, thereby feminism, more apparent on the female body. This study attempts to reveal the dress change of the women, who are in the search of their social rights, before and after the feminism, to determine the buying behaviors of the consumers together with the viewpoints of men and women about feminism and fashion and the points they are influenced, to detect the different point of views between the different genders, and to determine the contribution of feminism to fashion and individual liberty. It was planned to examine the dress preferences and buying behaviors of men and women in terms of feminism, and to investigate whether there is a relation between feminism and fashion. This research topic was selected since the feminism thought, which is known as the liberty movement of women, has a strong influence over fashion. The universe of the research involved the Selçuklu, Meram, and Karatay districts of Konya province. The objective of preferring the universe of this study is to determine the attitudes of the people living and going shopping in Konya about fashion and feminism notions and analyze them in terms of consumption. Considering that examining the male and female genders about the buying behaviors of individuals in terms of feminism might result variously, the research was conducted through a literature review and questionnaire method. The sample of the study is comprised of public places such as cafes, patisseries, and restaurants in Konya province (Selçuklu, Meram, and Karatay districts). Pilot study was conducted in the study. Accordingly, 200 consumers were reached in easy sampling method selected places in the sample and the questionnaire was implemented. According to the results of the pre-questionnaire, the questions causing a decrease in the reliability were excluded, the questionnaire questions were reorganized, thus the original questionnaire form was obtained, which was implemented on 1000 consumers. The results of the questionnaire were analyzed through SPSS program, and the frequency, crosstab tables, and chi-square significance levels were examined in the analysis of the data. The tables were analyzed and interpreted in the findings chapter As a result of the research and based on sources, it was revealed that there was a relationship between fashion and feminism. According to the survey data, the purchasing preferences of both sexes differed and it was determined that there were differences in the perspectives of fashion and feminism.
Fashion is a source for its time in the short term and a source for its history in the long term. New approaches provide awareness and a change in the cognitive and physical domains of the woman. In explaining this relation, this study is considered important since it discusses and scrutinizes the buying behaviors of consumers in terms of the fashion and feminism relation, and it helps both men and women to gain a different point of view. The aim of this study is to make the fashion design and individual awareness more comprehensible, which makes the immature liberation of women, thereby feminism, more apparent on the female body. This study attempts to reveal the dress change of the women, who are in the search of their social rights, before and after the feminism, to determine the buying behaviors of the consumers together with the viewpoints of men and women about feminism and fashion and the points they are influenced, to detect the different point of views between the different genders, and to determine the contribution of feminism to fashion and individual liberty. It was planned to examine the dress preferences and buying behaviors of men and women in terms of feminism, and to investigate whether there is a relation between feminism and fashion. This research topic was selected since the feminism thought, which is known as the liberty movement of women, has a strong influence over fashion. The universe of the research involved the Selçuklu, Meram, and Karatay districts of Konya province. The objective of preferring the universe of this study is to determine the attitudes of the people living and going shopping in Konya about fashion and feminism notions and analyze them in terms of consumption. Considering that examining the male and female genders about the buying behaviors of individuals in terms of feminism might result variously, the research was conducted through a literature review and questionnaire method. The sample of the study is comprised of public places such as cafes, patisseries, and restaurants in Konya province (Selçuklu, Meram, and Karatay districts). Pilot study was conducted in the study. Accordingly, 200 consumers were reached in easy sampling method selected places in the sample and the questionnaire was implemented. According to the results of the pre-questionnaire, the questions causing a decrease in the reliability were excluded, the questionnaire questions were reorganized, thus the original questionnaire form was obtained, which was implemented on 1000 consumers. The results of the questionnaire were analyzed through SPSS program, and the frequency, crosstab tables, and chi-square significance levels were examined in the analysis of the data. The tables were analyzed and interpreted in the findings chapter As a result of the research and based on sources, it was revealed that there was a relationship between fashion and feminism. According to the survey data, the purchasing preferences of both sexes differed and it was determined that there were differences in the perspectives of fashion and feminism.
Açıklama
Anahtar Kelimeler
Satın Alma Davranışı, Purchase Behavior, Moda Tasarımı, Fashion Design
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Ulurssba, N. (2019). Tüketicilerin Satın Alma Davranışlarının Moda ve Feminizm İlişkisi Bakımından İncelenmesi. (Yüksek Lisans Tezi). Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü, Konya.
