RESEARCH ON DETERMINING THE PURCHASING STYLES OF WORKING WOMEN AND HOUSEWIVES

Abstract

This study was carried out to determine the purchasing styles of working women and housewives. During the data collection phase of the study, the online form created through Google forms was shared with working women and housewives who live in Isparta and are over 18 years old and have purchasing behaviour. A total of 487 participants, 247 of whom were working women and 240 of them were housewives, who participated in the study voluntarily and filled out the questionnaire completely, were included in the study. A descriptive research model was used in the study, and the data were collected by simple random sampling. The data were analysed by using various statistical tests including "Reliability", "KMO test", "Factor Analysis", and "Independent T test" with the SPSS 22 package program. In this respect, purchasing styles of working women and housewives were determined according to the research model. Nine factors emerged in the dimensions of purchasing style perceptions of working women and housewives. The naming of the factors obtained was made according to the items that make up the factors. The