The roles of emotions on women shopping behavior

In fact of shopping, women are the main point on marketing studies. They control the decision buying process in their families and in the world. In the past, they were still buyer (household goods) and they participated in decision buying on less products in case of that, today working women have their own money and they make lots of buying decision on something. When their behaviors are compared with men?s, they are determined that are more fussy and sensitive that situation is reflected to demand of product and marketing. This study can be stated as what the shopping behavior of women and the roles of emotions on them are. The study generally consists four parts as empirical and theoretical. Theoretical part includes; the concept of consumer behavior, the factors which determine the consumer behavior, consumer buying behavior, decision making process and the structure of it, the difference of gender identity and the importance on consumer behavior, the effects of emotions on buying behavior, women shopping behaviors. In empirical part of study the effects of emotions on women shopping behavior are. Data collection method is selected as a questionnaire and data analyzed in SPSS program. Within this framework, the results of the study show that the emotions effect the behavior of women?s shopping. They make decision respect of what they feel at that time in shopping. The emotions of curiousity and enjoyment are the most feeling emotions in their shopping behavior. Women consider details, want to take information from different way, make buying decision by visiting average of minimum two shops and they want to reach difference and excellence thing by buying the best quality in the most suitable price. Additionally, they like to share their own experience with their friends and prefer to go to shopping together for getting and giving advise to each one. For them, the mean of shopping is more than to meet needs. It is comprehended like being social person, relaxing, spending good time, meeting with friends, etc.