A Study on Kazakh Women’s Consumer Behavior
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초록
Purpose This – paper examines Kazakh women’s spending patterns and buying behavior. Research design, data, and methodology – After thoroughly reviewing the related literature on consumer behavior in general, and female consumer behavior in particular, both questionnaires and in-depth personal interviews were used to collect data from 400 Kazakh women consumers equally chosen from the age groups 20-30, 30-40, 40-50, and above 50. Results – A stratified and convenient sample was employed, and the selected five hypotheses were proved using the Karl Pearson Coefficient of Correlation. Related to spending patterns, 40 and 35 percent of the 20-30 and 30-40 age groups, respectively, of Kazakh women spend their incomes on personal items, as against 30 percent from both the 40-50 and 50 and above age groups. Twenty-five and 35 percent of the 40-50 and 50 and above age group, respectively, take decisions based on product quality, whereas this percentage is at its mite in the below 40 age group. Conclusions – The buying behavior of Kazakh women consumers is revealed; the results proffer useful background information to formulate marketing strategies.
Abstract
Purpose This – paper examines Kazakh women’s spending patterns and buying behavior. Research design, data, and methodology – After thoroughly reviewing the related literature on consumer behavior in general, and female consumer behavior in particular, both questionnaires and in-depth personal interviews were used to collect data from 400 Kazakh women consumers equally chosen from the age groups 20-30, 30-40, 40-50, and above 50. Results – A stratified and convenient sample was employed, and the selected five hypotheses were proved using the Karl Pearson Coefficient of Correlation. Related to spending patterns, 40 and 35 percent of the 20-30 and 30-40 age groups, respectively, of Kazakh women spend their incomes on personal items, as against 30 percent from both the 40-50 and 50 and above age groups. Twenty-five and 35 percent of the 40-50 and 50 and above age group, respectively, take decisions based on product quality, whereas this percentage is at its mite in the below 40 age group. Conclusions – The buying behavior of Kazakh women consumers is revealed; the results proffer useful background information to formulate marketing strategies.
참고문헌 (7)
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- Olson, C. J., "Understanding Consumer Behavior" (1994), McGraw-Hill Irwin
- "Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda. Academy of Marketing ScienceReview" (2001)[URL]
- Schiffman, L G., "Consumer Behavior" (2000), Prentice Hall
- Solomon, M. R., "Consumer Behavior: Buying, Having, and Being" (2002), Prentice Hall