A Study about the Relationships Between Being Market Maven and Buying Decision Difficulty Factors

Torlak O., ÖZMEN M.

16th World Business Congress, Maastricht, Hollanda, 4 - 08 Temmuz 2007, cilt.16, ss.191-196 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası: 16
  • Basıldığı Şehir: Maastricht
  • Basıldığı Ülke: Hollanda
  • Sayfa Sayıları: ss.191-196
  • Eskişehir Osmangazi Üniversitesi Adresli: Evet

Özet

In the study we examine the relationships between being market maven and the factors which make the buying decision difficult for consumer. As the conclusions of exploratory and confirmatory factor analyses, the factors which make the decision making difficult for Turkish consumers have been found as two groups unlike the original scale with three factors. Besides, the relationships between being market maven and the factors which make the decision of buying difficult have been investigated. Consumers which have the characteristics of market mavens experience a smaller amount of difficulty during decision making than the other consumers do. Moreover, factors which make the decision of buying difficult vary when examined in terms of the demographic characteristics of consumers.