The effect of demographic differences on consumer behavior and an investigation on amasya within the scope of classic behavior models

My individuals consumption behaviors have emerged with the perspective of the consumer is rational. This point of view, which was dominant in the neoclassical period of economic thought, in later periods, in A. Smith's Theory of Moral Sentiments, departed from the dominant rationality concept and explained the combination of psychology and human. In fact, the link between psychology and human is not very new. But that period was ignored. The year 2002 has completely eliminated the neglect of behavioral economics. Behavioral economics revealed its importance with the Nobel Prize in economics. The tendency of individuals to buy products and services based on their motives and emotions causes marketing and advertising techniques to be designed according to these purchasing behaviors. Consumers can not only act according to the price of the products, but also act according to the color, smell, brand and packaging of the products. Again, consumers may exhibit a conspicuous consumption tendency, and the purchasing behaviors of the people around the individual can be determinant in their purchasing behavior. Behavioral economics models come into play when the factor in purchasing behavior is multiple and multifaceted. These are Marshall consumption model, Veblen consumer behavior model, Freud consumer behavior model and Pavlov consumer behavior model, which are classical consumer behavior models and are important in explaining the purchasing behavior of individuals. In this study, it is aimed to determine the effect of demographic differences on purchasing behaviors of individuals in the central district of Amasya within the scope of classical consumer behavior models and to determine the direction of consumer behavior in the central district of Amasya within the scope of classical consumer behavior models. A survey was applied to 384 consumers, and it is observed that consumers mostly perform purchasing behavior within the framework of the Marshall consumer behavior model within the scope of purchasing behavior in the central district of Amasya.