A SCALE DEVELOPMENT STUDY ON CONSUMERS’ VALUE AND LİFESTYLE

Abstract

Many companies including researchers in the field of marketing and consuming behaviours are doing studies regarding to the reasons why costumers and consumers prefer products. Although many reasons affect the product preferences of consumers, consumers will inevitably be affected by the society they live in and therefore the dynamics in which the society occurs. In addition, value and lifestyle are important indicator in determining consumers behaviour. The scope of the study refers to investigate what kind of segmentation can be implemented through the values and lifestyles of consumers in Turkish society. Therefore, a measurement tool is developed to determine the values and lifestyles of consumers moreover a comprehensive field study is conducted by applying this tool to 1751 people in NUTS 1 regions of Turkey. Specific statistical analysis concerning validity and reliability of the structure with the data obtained are implemented. As a result of these analyzes, an 8-factor structure consisting of 34 items is obtained. The internal coefficient of internal consistency for this structure is 0.892 and the KMO is 0.838, furthermore the total rate of variance explained by the factors is 51.947%.