Analyzing of woman consumers atttudes toward commercials messages with different socioeconomic status: A research in Eskişehir

Nowadays women participate more in economic life. Women? power in consumption field is increasing. Gender, is one of the most basic variable that use to develop marketing mix. Differences between genders can not be ignored by marketers.Woman and man consumers, differ from biological aspects, sensory aspects, and of social values aspects. Most of the commercials target to influence especially some feelings of woman consumers. Women are target market for most of the product and service commercials.This thesis contains three chapters. In chapter one, woman consumer, consumption culture, marketing to woman consumer, comparisons of woman and man consumers, important components of communication with women, Turkey?s woman profile, segmentation of woman consumer market, selecting woman consumers target market and positioning products and services and marketing strategies for woman consumers were explained. The second chapter is about, woman consumers' attitudes towards business? commercial messages. At the last chapter of the thesis, chapter three, there is a study on woman consumers.The study in the third section focused on different socio-economic level of woman consumers? attitudes towards commercial messages. This study sample consists of 322 woman consumer who lives in Eskişehir town center. In the study, a questionnaire was applied in order to explain different socio-economic level of woman consumers? attitudes toward commercial messages. The questionnaire consisted of two parts. SPSS 11.5 was used to analyze the data. Frequencies, percents, mean scores and standard deviations in descriptive statics were calculated. Cronbach?s alpha,coefficients were computed to determine the reliability of the scale. Factor analysis was used to examine the underlying dimensions of attitudes towards advertising messages of different socio-economic level of women consumer?s.