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Abstract


FACTORS AFFECTING CONSUMER PURCHASING BEHAVIOR IN THE WHITE GOODS SECTOR IN DURABLE CONSUMER GOODS

It has been made mandatory for consumers to pay attention to customer satisfaction by fulfilling their wishes. Consumer goods Consumer buying styles in the consumer goods white goods sector have been researched. In the study, it was investigated whether the variables of perfectionism-high quality focus, brand focus, environmental and health awareness, price-oriented, information confusion and brand loyalty differ according to demographics. For this reason, the main mass was taken as the city center of Gaziantep. Face-to-face questionnaire method was applied as the data method from this main population with 403 samples. The construct validity and reliability of the research variables were tested. Then t-test and ANOVA tests were applied to research hypotheses. In the analyzes, it has been determined that brand loyalty and brand loyalty focus differ according to gender in purchasing styles. It has been determined that the brand loyalty focus differs according to the purchasing change situation. According to the training, it was asked in the question of perfectionism / focusing on high quality and experiencing information confusion. Finally, according to monthly income, information confusion makes living and environmental health awareness.



Keywords
Decision-making styles, consumer purchasing behavior, White goods industry



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