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    Hedonic motivators of saving behavior: An Empirical Analysis
    (2013) Guler Y.B.; Bozaci I.
    Saving is a kind of consumer behavior that researched in economics and marketing literature and reasons of this behavior is generally stated with rational factors like precaution, speculation and transaction traditionally. On the other hand, although hedonic determinants of consumer behavior have been researched recently, hedonic reasons saving behavior have not been taken attention. To illustrate the hedonic motivators of saving behavior, which is a neglected research area in marketing, initial data were collected by conducting a survey with consumers. To measure hedonic motivators of saving, existing studies about hedonic motivations of consumption is benefited. As a result, hedonic motivators of saving are classified as "adventure and satisfaction", "escape and socialization", "value seeking and role", "reputation", "benevolence" and "identity". Moreover most of these motivator factors represent differences with respect to income, job, education and age. Implications and suggestions for future researches are made at last.
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    Öğe
    Shareholders' tendency of being customer of firms in which they own share: An empirical research
    (2012) Guler Y.B.; Merdan E.; Bozaci I.
    Stock Exchange is an important financial instrument to provide long term financial needs of firms. In general, firms take into consideration of being traded in stock exchanges from only financial point of view. Besides there are marketing effects of this financial tool which firms overlooked like gaining and keeping customers because of investor's tendency of being customer of firm in which they own share, increasing firm image and publicity. Under the framework of the study, shareholder's this tendency and factors which affect this condition is tried to be examined by information obtained by face to face survey forms and findings are interpreted. By these results, possible contributions of being traded in stock exchanges are specified as; increasing and keeping customers by proving the shareholders' tendency of being customer and lower costly firm image making activities. These results may increase the firms' tendency of going public and so contributes not only improving the stock exchanges but also generating competitive advantage for firms. © EuroJournals Publishing, Inc. 2012.