Turkish Consumer’s Information Search Behavior and Need for Consumer Education

By Arzu Şener, Müberra Babaoğul and Esna Betul Bugday.

Published by The Humanities Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The consumer purchasing process is a complex matter as many internal and external factors have an impact on the purchasing decisions of the consumer. Generally, before purchasing something, the consumers try to find the relevant information and want to use it to make the purchase decision. Traditional sources of information for this evaluative stage include past experience, consumer groups, research institutions, and word-of-mouth. In some cases the consumers experience feelings of dissatisfaction with a purchase experience. Lack of information and education about qualities and prices of products may cause to this situation. In an ideal world, when consumers are dissatisfied they would immediately speak up so firms would have the opportunity to respond immediately by improving the quality of their services. The consumers’ complaints and feedbacks can shape, reorganize the market. Complaining and giving feedback about the products are among the responsibilities of the consumers. Several studies have founded that the number of consumers who complain is lower that of those who do not complain. This may be resulted from; consumers might not know to whom to complain, and consumer belief that complaining is an exercise in futility because they will be either ignored or patronized. The consumer needs to be informed about to whom and how they complain when they face problems. In Turkey Consumer Arbitration Committee is one of the authorities where the consumers can appeal to. This study was carried out to determine the need of information and education of consumers who apply for Consumer Arbitration Committee and their evaluation process before purchasing a product. It was conducted with 500 consumers. According to the results most of the consumers stated that “they need consumer education”(female: 94.4%, male: 85.9%), especially about their rights and they want to have information about the price, qualities and brand of the product.

Keywords: Consumer Education, Consumer Complaints, Consumer Arbitration Committee

International Journal of the Humanities, Volume 8, Issue 11, pp.235-256. Article: Print (Spiral Bound). Article: Electronic (PDF File; 8.118MB).

Prof. Arzu Şener

Associate Professor, Department of Family and Consumer Sciences, Faculty of Economics and Administrative Sciences, Hacettepe University, Ankara, Turkey

Dr. Arzu Şener is a Associate Professor Family and Consumer Sciences Department. Education/Professional Certification: Ph.D. (2002) Hacettepe University, M.D. (1994) Hacettepe University, B.S. (1992). Areas of Expertise: Family Relations, Consumer Behavior and Education, Family Economics. Dr. Arzu Şener is a Associate Professor of Family and Consumer Sciences at Hacettepe University Faculty of Economics and Administrative Sciences. She teaches in the undergraduate and graduate programs in the areas of Family and Consumer Sciences, Family Relations, Consumer Rights, Special Consumer Groups and Research Techniques. Dr.Şener’s main research topics are Family Relations, Consumer Behavior and Education and Family Economics. She has published in a variety of national and international scientific journals, including Educational Gerontology, Aging & Mental Health, Sustainable Development, Türk Geriatri Dergisi, Yaslı sorunları Araştırma Dergisi, Aile ve Toplum Dergisi, Sosyal Araştırmalar Dergisi, Mesleki Eğitim Fakültesi Dergisi.

Prof. Müberra Babaoğul

Professor, Department of Family and Consumer Sciences, Faculty of Economics and Administrative Sciences, Hacettepe University, Ankara, Turkey

Dr. Müberra Babaoğul is a Professor of Family and Consumer Sciences at Hacettepe University Faculty of Economics and Administrative Sciences. She teaches in the undergraduate and graduate programs in the areas of Family and Consumer Sciences, Consumer Education, Marketing, Consumer Behavior, Quality Management, Consumer Satisfaction, Consumer Problems, Consumer and Market Relation. She has published in a variety of national and international scientific journals.

Dr Esna Betul Bugday

Research Assistant, Department of Family and Consumer Sciences, Faculty of Economics and Administrative Sciences, Hacettepe University, Ankara, Turkey

In 2002 Esna Betul Surgit graduated from Hacettepe University with a B.ED. degree in Family and Consumer Sciences. After graduation she started to work in the same department as a research assistant. In 2003 since she was really interested in Women and Gender studies she took courses such as “Women in Turkey”, “Feminist Methodology”, and “Women and Politics” as a special student at Middle East Technical University Gender and Women Studies department. In 2007 she took her master degree on “English Language Teaching” department at Gazi University. Now she continues working as a research assistant at Hacettepe University, department of Family and Consumer Sciences and also her doctorate studies at the same department. Her professional interests are Consumer Rights, Consumer Education, Marketing and Women Studies. She is also interested in NLP.

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