"Kişisel Bakım" Olgusu ve Kişisel Bakım Ürünlerine Yönelik Tüketici Tutum ve Tercihlerini Etkileyen Faktörler Üzerine Bir Araştırma
2011
The purpose of this study is to examine the meaning attributed the concept of “personel care”, identify the shopping and usage behaviors of consumers as well as perceptions, attitudes towards personal care products, and to under‐stand the factors influencing consumers’ prefe‐rences for personal care products which is a fast growing industry in line with the increased welfare and economic and social developments taking place in recent years all around the globe. To this end, an explaratory study including a field survery was carried out on consumers. Findings indicate the existence of differences in meanings attributed to the concept of personal care, and a number of demographic factors such as age, income, gender, occupation, marital status and education tend to influence the existence of these differences as well as consumers’ percep‐tions, preferences and attitudes towards per‐urunlerin pazarlanmasinda yogun kullanim bulacagi dusunulmektedir. Anahtar kelimeler: Kisisel bakim, kozmetik, tuketici tercihi, satin alma.
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