Z Kuşağı Tüketicilerin Satın Alma Karar Tarzlarının İncelenmesi

Abstract

Generations that have been born in the same time period, and therefore, have common perceptions, values and consumption habits have always attracted the attention of brands and companies. Different from the generations to date, Generation Z, who is born into advances in information and communication technologies, will soon be financially independent and develop consumption behaviors. It is, therefore, critical for brands and companies to determine its consumption habits and purchase decisions. The aim of this study was, therefore, to investigate the purchase decisions of Generation Z consumers. This study was conducted between January and February 2019 in Kastamonu. The study sample consisted of 320 students recruited using convenience sampling. Data were collected using a questionnaire. Results showed that social media celebrities have a significant effect on the purchase decisions of Generation Z consumers and that quality and price are the most important factors affecting their purchase decisions.