Understanding Consumer Behavior through Mental Accounting: Evidence from Turkish Consumers

Tugba Ucma (Muğla Sıtkı Koçman University, Turkey), Ali Naci Karabulut (Muğla Sıtkı Koçman University, Turkey) and Ali Caglar Uzun (Muğla Sıtkı Koçman University, Turkey)
Copyright: © 2014 |Pages: 17
EISBN13: 9781466649446|DOI: 10.4018/978-1-4666-4357-4.ch001
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By setting out from similar studies, this study falls within international literature. The intention is to measure, in connection with Turkey’s consumer market, in order to understand the behaviors of the Turkish consumers that are different in terms of cultural variables. The operability of this international theory is achieved by taking advantage of mental accounting. In seeking the essential objective of the research, a working group formed from two subgroups in order to manifest the decisiveness in the purchasing decisions of individuals, as well as the effects of the mental accounting theories. The first subgroup is formed by 100 university students whose ages are varied between 18 and 30. The second group forms from the same number of students at the same age range. According to the results of analysis carried out in the direction of the collected data from the sub groups, the consequences of this study support the results of the other a priori study in the literature. The greatest consequence of this research is the reactions developed in the expenditures and savings of the consumers subsequent to the formed sunk costs become varied with in terms of the independent “budget” variable.
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