Investigation of consumer decision-making styles of public institution employees according to individual innovation categories (Example of a sports organization)

This research was carried out with the aim of examining the Consumer Decision Making Styles of the personnel of Muğla Youth and Sports Provincial Directorate according to Individual Innovation Categories. The sample group of the study, consists of 700 personnel working in Muğla Youth and Sports Provincial and district organization. The sample size was calculated with the formula determined by Salant and Dilman (1994). Using the sample formula, the required sample size was n = 700 (1.96)2 (0.5) (0.5) / (0.5)2 with a 95% confidence interval, ± 5% sampling error, for this non-homogeneous population. It is calculated as (700-1) + (1.96)2 (0.5) (0.5) = 248. During the spring semester of the 2021-2022 Academic year, the "Personal Information Form", "Consumer Decision-Making Styles Scale" and "Individual Innovation Scale" were applied online by the researcher using the online survey method. In the study, in order to collect data, the personal information form prepared by the researcher was developed by Sproles and Kendall (1986) in order to measure the purchasing attitudes of consumers and Dursun et al. The Turkish version of the "Consumer Decision-Making Styles Scale" was adapted by (2013) and the Turkish version of the "Individual Innovation Scale (BYÖ)" developed by Hurth, Joseph and Cook (1977) and adapted by Kılıçer and Odabaşı (2010) was used. The data obtained in the research were analyzed using SPSS (Statistical Package for Social Sciences) for Windows 22.0 program. Number, percentage, mean, standard deviation were used as descriptive statistical methods in the evaluation of the data. Quantitative continuous data between two independent groups were compared with T-test for comparison of quantitative data between more than two independent groups of continuous one-way (Oneway) ANOVA test was used. After the Anova test, the Scheffe test was used as a complementary post-hoc analysis to determine the differences. Pearson correlation and regression analysis were applied among the continuous variables of the study. As a result, it was determined that 7.7% of the personnel showed distribution in individual innovation categories as laggards, 21.9% late majority, 45.8% early majority, 22.7% early adopters, 1.9% innovators. Consumer decision-making styles and a significant positive relationship between the scores of the innovation, the individual had a significant effect on consumer decision making styles of innovation is positive and that the consumer decision-making styles and individual innovativeness scores differed according to demographic characteristics, it was determined that. It has been determined that the scores of the personnel of the Provincial Directorate of Youth and Sports on consumer decision-making styles differ according to individual innovation categories. While information confusion scores showed significant differences, perfectionism, brand focus, fashion focus, price focus, shopping without thinking, habit, avoidance of shopping, indecision scores did not show significant differences according to individual innovation categories.