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Abstract


INVESTIGATION OF CONSUMER PURCHASING BEHAVIORS IN TERMS OF INDIVIDUAL FACTORS: A CASE STUDY OF TOKAT CITY CENTER

Behavioral economics is a new field that explains the complex behaviors of individuals in the economy with the effect of psychological factors. Individuals' purchasing behavior can be estimated by adding psychology support to the predictions of classical economics. Thus, households can realize their logical mistakes and make more logical choices. If consumers do not make the right choices, their economic situation may be negatively affected. The purpose of this study is to determine whether individuals' purchasing behavior differs according to their socioeconomic and demographic characteristics. The scope of the research is consumers aged 18 and over who live in Tokat city center. The research data were collected by interviewing 402 consumers face to face. Convenience sampling method was applied. In the research, factor analysis, t-test and one-way analysis of variance were performed. As a result of the study, it was determined that the purchasing behavior of the participants varied according to their age, education level and occupation areas.



Keywords
Purchasing Decisions, Behavioral Economics, One-way Analysis of Variance



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