Effect of political opinions on shopping preferences (The case of Çankaya, Mamak and Etimesgut districts of Ankara province)

Human being is in constant interaction with the other individuals in the society because of being a social entity. The most natural state of this reciprocal interaction between individuals manifests itself in human's attitudes and behaviours as a consumer. For, the human is primarily a consumer entity. The human's qualification as a consumer begins with the adventure of existence on earth. Even though consumers think of their buying behaviours as their own opinions, it is not always the case like that. Because, there are countless factors that affect the consumer's buying behaviour. In this research, it is studied how the political opinions affect the shopping preferences. The study area was selected Ankara province for this research. The basic concepts are first clarified. Consumer and consumer behaviors are the first and most important of the mentioned concepts. After explaining these concepts, the areas to which the concept of consumer behavior is related are touched upon. In this context, consumer behaviour models have been also included. Then, the factors affecting the consumer buying behaviour have been examined in detail. In the second part of the study, it has been given place to political opinions that influences on shopping preferences. Since political opinions can not be included in all of the research, the most important and comprehensive ones have been selected. For a better understanding of these political opnions, the concept of politics are examined in detail. In the same way, political party and political leader concepts, which play an active role in contemporary policy understanding, are also explained. In the third part of the study, the methodology of the research, the analyzes and interpretations of the collected data are mentioned. Finally, in the final section, which is the fourth and last part of the study, it has been stated that there are significant relationships between consumers' political opinions and shopping preferences. Keywords : Political opinions, shopping preferences, consumer