FACTORS AFFECTING THE CONSUMERS’ REFRIGERATOR PREFERENCE: AN APPLICATION ON ADIYAMAN
TÜKETİCİLERİN BUZDOLABI TERCİHİNİ ETKİLEYEN FAKTÖRLER: ADIYAMAN ÜZERİNE BİR UYGULAMA

Author : Arif YILDIZ - Yavuz AKÇİ - Kazım KILINÇ
Number of pages : 149-168

Abstract

The modern world of today has reshaped our lifestyle and changed the needs. The refrigerator, which will be considered as luxury when it was invented, has become an essential product today. As it is a durable product, consumers need more examination so as not to regret it before purchasing a refrigerator. In this study, the factors affecting the refrigerator preference of consumers were tried to be determined. The questionnaire prepared for data collection was carried out easily through sampling and online. Since the data of the study were collected in 2019, the Ethics Committee's permission was not obtained. 572 valid survey data were obtained in the application. In addition, comments about the refrigerator on the forum sites were compiled. As a result of the study, it was concluded that quality, usability and brand are the most important factors. In addition, it was observed that approximately half of the consumers received advice from their environment and followed discount campaigns before purchasing a refrigerator. Approximately 25-30% of consumers were observed to visit forum sites and brands' stores.

Keywords

Refrigerator Preference, Consumer Behavior, Buying Behavior

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