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    Behavior Patterns and Ownership in Youth Segment: An Investigation on Mobile Phone Technology Sector in Turkey
    (Int Management Development Assoc-Imda, 2007) Yelgecen, Elvin; Keskin, Burcu
    The idea of targeting young consumer segment is not a new phenomenon in marketing management. Due to the factors such as attractive purchasing desires of young consumers and their high level of adaptability to new products and tendency of young people to act as a group; youth marketing has become crucial for many sectors including mobile technology. Young consumers reflect important possessions in ownership of the objects and in the case of mobile technology, this attitude is perceived to influence strongly because of symbolic nature of the products.
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    Regulatory Focus Theory Perspective in Consumer Behavior
    (Beta İlim Derneği, 2023) Keskin, Burcu; Uslu, Aypar
    In order to increase the effectiveness of marketing activities and act proactively in a strategic manner to understand the individual behavior in the field of consumption, understanding the consumer's inner world - the way of thinking gained importance as well as understanding the external environmental factors, in recent years. The concept of relationship marketing and the issue of bonding with consumers - which came to the fore especially in the 90s - have led to the attention of motivation and attitude-oriented studies on how consumers decide on purchasing. One of the many theories that guide researchers in the field of marketing from the field of behavioral psychology is the Regulatory Focus Theory. The Regulatory Focus Theory, which sets out with the philosophy that a positive and a negative stimulus can lead to a result at the same time, is a theory that offers important results in measuring consumer shopping behavior in different marketing channels. The dimensions of regulatory focus, promotion focus and prevention focus, reflect the cognitive state of the consumer and affect his/her attitude towards purchasing. The issue of motivation, which is another issue that is effective on the cognitive and affective state, and its hedonic and utilitarian components influence the outcome in the consumer decision-making process, directly and through various mediating factors. It has been demonstrated in various studies that hedonic and utilitarian motivation can determine purchase intention through regulatory focuses. In this study, firstly, after sharing information from literature review on the hedonic and utilitarian components of motivation, basic information about the regulatory focus theory, the concepts of promotion focus and prevention focus, their reflections in the field of marketing and the variables that researchers - who have worked in the field of regulatory focus – focus on will be discussed.