A field research on determining distributor attitudes towards multi-level marketing

Multi-level marketing is one of thedirect marketing methods. It seems that this marketing strategy has increased in recentyears. In the multi-level marketing strategy, a network system is established and the distribution of the product in the network system is carried out by distributors. Multi-level marketing is a business model where distributors can consider them selves as the boss of their own business. In this study, the attitudes of distributor sinvolved in the multi-level marketing business model were examined. The aim of the study is to determine distributors' attitudes to wards multi-level marketing. The basic assumption of the study is that distributors' attitudes to wards multi-level marketing will differde pending on their demographic characteristics and their level of in volvement in the multi-level marketing model. The data obtaine dusing the survey method in the study was evaluated with IBM SPSS Version 22. Frequency and percent age values wereused in the analysis of survey data. It wastested with One-Way Analysis of Variance (ANOVA) and Independent Sample T Test, which were developed in accordance with thestudy model. According to the results of the research, while gender, marital status, number of children and age do not affect the attitudes of distributors in the multi-level marketing sector, demographic characteristics such as education, profession and theregion they live in create a signifi cant difference between their attitudes. How ever, there is a signifi cant difference between the descriptive characteristics and distributor attitudes.