Theorical backgroung of demographic variables in marketing research

Abstract

When the academic studies in marketing science are analyzed, it is seen that the analysis of the demographic characteristics of the selected sample groups plays an important role in both descriptive data and testing of hypotheses. Demographic characteristics of consumers in the marketing decision-making process are especially emphasized in most studies. However, it can be said that the explanations about why these differences are expected and how they occur are insufficient. In fact, it is seen that the fact that researchers' views in front of the related field literature in the demographic characteristics grouping leads to different groupings. However, for marketing, which makes frequent use of other disciplines, editing demographic data according to the relevant literature will increase the reliability and validity of the studies and facilitate the interpretation. The aim of this study is to determine the theoretical framework that can form the theoretical background of the expected differences or indifference in the hypothesis tests conducted according to gender, age, education level, income and occupation of consumers.