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Üniversite Öğrencilerinin Etiksel Perakendecilik Uygulamalarına İlişkin Algılamaları: Karşılaştırmalı Bir Araştırma

Author(s): Kenan GÜLLÜ | Ramazan KURTOĞLU

Journal: Selcuk Universitesi Sosyal Bilimler Enstitusu Dergisi
ISSN 1302-1796

Issue: 25;
Start page: 135;
Date: 2011;
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Keywords: Retailing | Ethics | Marketing Ethics | Students Perceptions | Technics of Scenarios

In recent years, ethics has become one of the frequently emphasized issues in almost every field. Today, the retailing sectorthat is rapidly developing in Turkey has also started to become a field where ethical arguments are frequently made. It is possiblethat ethical arguments encountered in retailing sector may be perceived differently by different segments. At this juncture,establishing the perception of students of business management who are today’s consumers but possible candidates of future tobecome retailing managers is of high importance. In the research, by means of the devised scenarios, it was targeted to determinethe perceptions of university students about ethical retailing practices and whether these practices differ with respect todemographical characteristics. The results obtained revealed that differences existed in perception levels of the students aboutethical problems, some of which were correlated with their demographical characteristics.The rapid developments going on in retailing sector are bringing along some ethical problems as well. The ethical problems inretailing directly affect consumers and reactions of the consumers directly canalize towards the retailing business. Therefore,establishment and solution of the ethical problems arising in retailing are issues that should be emphasized with importance inrespect to both retailing businesses and consumers.The aim and importance of the research: In this study, the perceptions of the university students about ethical retailing practices andthe levels of these perceptions were discussed. We aimed to determine the perceptions of the university students about ethicalretailing practices during the purchasing process and the levels of these perceptions. In addition, the establishment of the ethicalperception levels of the university students and whether the perception levels of the students differ with respect to theirdemographical characteristics were aimed. The fact that the students included in the research are studying business managementand have taken retailing courses in various levels during their undergraduate education is also making their sensitivity towards thetopic and their level of perceptions about ethical issues more important. University students will be able to have a career inretailing sector as a manager etc. after completing their education. Accordingly, knowing the sensitivity that the students willdisplay towards ethical issues in retailing and their perception levels, and the evaluation of the obtained results will provide gainsfor the consumers and retailers and constitute a perspective for the practices in the sector.Model of the research: In this research, by grounding on the theoretical models, the research model was also developed by takingthe characteristics of the students into account that are effective in ethical judgment and getting based on Jones’ “SynthesisModel” (1991) (Jones, 1991). Methodology of the research: In the collection of the data, face-to-face survey method was chosen. The main population of theresearch was constituted by the students from the School of Economics and Administrative Sciences (SEAS) at ErciyesUniversity, Bozok University and Nevşehir University. The survey was conducted on the students from the departments ofbusiness administration in the three universities in question. In the research, utilization of judgmental sampling method, which isone of the non-random (non-probability) sampling methods, was seen appropriate. In this method, whoever will be chosen forthe sampling is decided by either a specialist or the researcher himself as the person with the best knowledge of the issue (Nakip,2006). In judgmental sampling, mostly called goal-oriented sampling, the sample units are chosen among the units thought to besuitable for the aim of the research. It is generally believed that the chosen sample units represent the main population of interest(Churchill, 1999). In the research, a survey form comprised of two sections was employed: In the first section, scenarios that werecomprised of the ethical events frequently encountered in retailing and that were organized in 1-to-5 Likert scale took place. Thescenarios were picked among the scenarios devised by Dornoff and Tankersley (Dornoff and Tankersley, 1975) and were adaptedto the conditions in Turkey. In the second section, there were questions oriented at determining the characteristics of thestudents. The devised survey form was tested on a small sample space of 20 students with the characteristics of the samplepopulation before moving on with the application.Findings of the research and suggestions: It can be said that in general, the students did not approve of unethical actions butapproved of ethical actions. As a matter of fact, when the averages were looked at, it was seen that the average score in thescenarios where unethical actions were taking place always exceeded three, which meant they did not approve of the actions bythe retailers; and in the scenarios that ethical actions were taking place, the average score was below three, which meant theyapproved of the actions by the retailers.The subject that was examined in this research is associated with the ethical evaluations of the individuals. Due to the conceptof ethics which is an abstract and difficult topic to specifically evaluate, the foremost limitation of the research is that theevaluations derived as a result of the research are subjective assessments. Another significant limitation of the research is that thesample population of the research is comprised of the university students only from Kayseri, Yozgat and Nevşehir. For thisreason, it is not possible to generalize the results of the research to the entire population of university students in Turkey. Theresults of the research only reflect the thoughts of the students that were included within the sample scope. In other studies, thissubject can be researched by considering these aspects as well and the results could be compared.In the research, the subject of ethics in retailing was analyzed from the perspective of ethical problems that might arisebetween the retailers and the consumers (university students). In future research, the subject may be analyzed from the context ofethical problems that can arise between retailers and other shareholders. A great variety of factors can be effective in individualsmaking ethical decisions. In this research, the subject was investigated by employing a model that takes personal characteristicsinto account. In other studies that will be conducted, the subject can be explored with its different aspects by employing differentmodels ,which take factors like personal characteristics, life styles etc. into consideration
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