Adidas Mağazalarında Mağaza Atmosferi ve Satın Alma Niyetinin Demografik Değişkenler Açısından İncelenmesi(Investigation of Store Atmosphere and Purchase Intention to Demographic Variables in Adidas Stores)

Abstract

The aim of this study is to determine the differentiation status of the customers who shop from Adidas stores in terms of demographic variables of the store atmosphere thoughts and customers' purchase intentions towards Adidas stores. For this reason, the research was conducted with a screening model. The sample group of the research consists of 511 customers who shop from Adidas stores in Baku, Azerbaijan. The data collected from the Store Atmosphere Scale and Intention to Purchase Scale were analyzed using independent groups t test and one- way analysis of variance (ANOVA). As a result of the research, it was observed that the store atmosphere scores for Adidas stores did not differ significantly in terms of gender, marital status, education level and monthly income; In the age group 16-25 and in the study year 1-5 years were found to differ significantly in favor of the interval. On the other hand, it was found that the purchase intention scores of the customers did not show a significant difference in terms of education level, working year and monthly income; It has been found that gender differs significantly in favor of women, married in marital status and 46 and older age group.