THE IMPACT OF TATTOOS ON CONSUMER BEHAVIOR AND PURCHASING DECISIONS: AN EMPIRICAL RESEARCH

Authors : Mustafa Şehirli

Pages : 744-766

Doi:10.14780/muiibd.1591130

View : 54 | Download : 111

Publication Date : 2024-12-31

Article Type : Research Paper

Abstract :The purpose of this study is to understand the effects of tattoos, which have become increasingly widespread and undergone changes in meaning, on potential consumers through various variables (whether the researcher has a tattoo, the region where they live, whether the participant has a tattoo) and to provide brand managers with enlightening information, particularly when making decisions related to employees. The researchers conducted live applications with one tattooed and one non-tattooed researcher. They conducted interviews with 260 participants in two different locations. They tested the cognitive, emotional, and behavioural effects of tattoos on participants through both a marketing research approach and a product (book) shopping scenario. The findings indicate that tattoos have become socially internalized and widespread. Additionally, while the researchers\\\' possession of a tattoo slightly affects participants\\\' thoughts, it may lead to an average of 43% lower offers from buyers. Tattoo ownership triggers qualitative concepts such as transaction quality rather than quantitative ones like price. Tattooed participants promised to donate 49% more to a charity. On the other hand, the nature of the product in purchases can alter the effects of tattoos. Marketing strategists should consider these differences, particularly when determining employees who will communicate with customers.
Keywords : Dövme, Tüketici Davranışları, Fiyat Teklifi, Satış Personeli, Pazarlama Araştırması