Store Personality: Perceptions Towards Consumer Electronics Chain Stores in Turkey A Case of University Students

Ventura, Keti and Kazancoglu, Ipek and Ustundagli, Elif and Tatlidil, Rezan (2013) Store Personality: Perceptions Towards Consumer Electronics Chain Stores in Turkey A Case of University Students. Journal of Economic and Social Studies, 3 (2). pp. 15-39. ISSN 1986 – 8502, doi: 10.14706/JECOSS11322

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Abstract

The purpose of this study is to identify, develop and compare the determinants of store personality of the most preferred consumer electronics chain stores, as perceived by young consumers in urkey. A questionnaire survey including a 22-item store personality scale was conducted among 855 students using a convenience sampling method. xploratory factor analysis ( A) and confirmatory factor analysis ( A) was performed. indings suggest that greater accuracy of information is needed in the purchasing decision related to high involvement products such as consumer electronics. Also it was found that younger consumers prefer reliable stores that give accurate information, value for money, and provides price-quality fit. This study addresses the neglected area of store personality development and validation for consumer electronics relates through an understanding of young consumers perceptions towards store personality determinants.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Journal of Economic and Social Studies
Depositing User: Mrs. Emina Mekic
Date Deposited: 29 Apr 2014 13:36
Last Modified: 29 Apr 2014 13:36
URI: http://eprints.ibu.edu.ba/id/eprint/2384

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