The relation to money as a factor of the consumer´s behavior |
UDC: 659.27 ; 659.113.25 DOI: 10.7595/management.fon.2011.0004
The subject matter of this paper is to examine if there are statistically significant differences among various types of consumers and their relations to money. The research was conducted on a sample of 150 working population examinees. For examining the types of consumers, the VALS Technique was used, whose author was Arnold Mitchell. VALS is one of the worldwide most popular techniques nowadays, which is used for examining consumers’ behavior. For examining relationship to money, Money Ethic Scale was used that was created by Thomas Li-Ping Tang. Affective, behavioral and cognitive relations to money are defined by that Scale. Gender, age, education and income amount of the examinees were used as control variables. The results show that, generally, there are statistically important differences among various types of consumers and their behavioral and cognitive relations to money and that only among certain types of consumers, more exactly, between the Thinker and the Careerist, as well as between the Thinker and the Ambitious, there are significant differences regarding their affective relation to money. Regarding the control variables, among the examinees of different gender and with different income, there are no differences in their relation to money, while among the examinees of different age there is difference in the behavioral relation to money, and among the examinees of different education there is difference in the cognitive relation to money. Key words: type of consumer, relation to money
Zorica Marković1, Iva Antanasijević2, Branko Ninković3 1,2Psychology Department, Faculty of Philosophy, Niš, 3SANI Šabac
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