Cultural analysis of factors affecting customers online shopping behavior comparison of Germany with Turkey
CitationIdhannou, Othmane . (2015). Cultural analysis of factors affecting customers online shopping behavior comparison of Germany with Turkey . (Yayımlanmamış yüksek lisans tezi). İstanbul Ticaret Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme, İstanbul
The aim of this study is to investigate the factors that affect online purchasing behaviour of two consumer groups from two different countries, Germany and Turkey. There are millions of people online any time and they all are a potential consumer in the online market. Since there are so many providers, the most important thing for organizations is to understand what are consumer wants and needs in this competitive business environment. Customer behaviours are influenced by different factors such as culture, social class, references group relation, family, salary level and salary independency, age, gender etc. and so they show different customer behaviors. These differences are seen more specific when it is considered between two different consumer groups from different countries. A questionnaire was designed online, since the research was an online consumer behavior study, online data collection methods were preferred. The link of the questionnaire has been sent online between July 30 and August 31, 2015. 176 were responded and within the responded questionnaires 170 were usable for analysis (six incomplete responses have been eliminated). The sample consisted of individuals from or living in Turkey and Germany. The result of this study would contribute marketers who want to penetrate the market in Turkey and in Germany who is already present in the market and wants to maintain the loyalty of their customers. It can also be a part of the study on international consumer behavior toward online shopping.