Analysis of consumer decision styles for the white goods sector in Gaziantep according to demographic properties

Knowing the factors that affect the purchasing behavior of consumers in order to provide good service to the consumer, that is, to know and meet their demands and needs completely, can move the business ahead of the competitors and bring it closer to the customer. Consumers' buying style is one of the important notes of marketing. For this reason, researching the factors affecting decision-making behavior has an important place in explaining the purchasing styles of consumers. The aim of this study is to determine the purchasing styles of consumers while purchasing white goods, and to create marketing strategies according to these styles. In this research, face to face questionnaire method was applied to 403 consumers who shop for white goods in Gaziantep. Research hypotheses were analyzed by applying t-test and ANOVA tests. As a result of the analysis; It has been observed that it does not differ by age, but according to gender, education, marital status and income. As a result of the analysis, it has been determined that brand loyalty and brand loyalty focus differ in terms of purchasing styles. According to the purchasing style variables, the result is determined that the brand loyalty focus differs according to marital status. According to the education level, a difference was determined in the dimensions of perfectionism / focusing on high quality and experiencing information confusion. Finally, according to monthly income, information confusion and environmental health awareness differ. The findings obtained from the research showed that the change in the purchasing preferences of the white goods consumers can be explained by the consumer purchasing style. In addition, whether the consumer decision-making style differs according to demographic variables was examined.