BİR ALIŞVERİŞ MEKANI OLARAK SOSYETE PAZARLARI: TÜKETİCİ MOTİVASYONLARINA İLİŞKİN NİTEL BİR DEĞERLENDİRME

Abstract

High society bazaars are physical shopping venues that have become an important part of the shopping culture in Turkey, especially in big cities, and can be described as the new generation version of periodic bazaars. However, the fact that the subject of high society bazaars has been mentioned in very limited studies in the literature. As a result, it served as the impetus for this study, which examined the phenomenon of high society bazaars in the context of consumer preferences for these markets and the psychological motivations that underlie those preferences. The research was carried out using interview and focus group interview techniques and the data were analyzed with content analysis. In this context, consumers residing in Ankara and shopping at high society bazaars and sellers operating in Çayyolu and Batıkent high society bazaars formed the universe of the research. A total of 41 consumers and 15 sellers took part in the research as participants. The results of the research revealed that consumers' preference for high society bazaars is related to factors such as “affordable prices, variety, quality products, friendly atmosphere, finding everything together, bargaining opportunity and sale of export surplus branded products”. When the motivations of consumers to shop at high society bazaars are evaluated within the framework of Henry Murray's list of psychogenic needs, it is seen that the needs of "acquisition, affiliation, social intercourse, exhibition, recognition and dominance" come to the fore.