Factors Influencing Customer's Choice of Technology Retailers: An Application in Kayseri (Turkey)

In this study, the factors influencing customers’ choice of technology retailers and whether or not the perception of these factors differ according to customers’ demographic features were investigated. When determining the factors, 40 items prepared in five level Likert-type scale were used. Questionnaires were conducted to 450 subjects, chosen with the method of convenience sampling. In accordance with the aim of the study, factor analysis and MANOVA analysis were performed. With these analysis, the factors influencing customers’ choice of techology retailers were determined and it was evaluated that whether or not these factors differ according to the customer demographic profile. As the result of the analysis, six factors were found effective in the choice of technology retailers. And it was revealed that there was a difference among the buyers in perception of the factors as of their age, educational level and income status.