@article{2019,title={INVESTIGATION OF SHOPPING CHANNEL PREFERENCES OF THE GENERATION Y BY CORRESPONDENCE ANALYSIS},abstractNode={Nowadays, it is known that the widespread use of the Internet leads to a change in the shopping behavior of consumers. The intensive use of the Internet has enabled the emergence and spread of online shopping in addition to traditional shopping channels for consumers. It is seen that the X and Y generations, which grow in information technologies and internet environment, are more prone to online shopping than older generations, and they often use online shopping as well as traditional shopping channels. The aim of the study is to determine the shopping channel preferences of Generation Y according to the product type. In the study, shopping channels are determined as “In-store Shopping”, “Online Shopping”, “In-store and/or Online Shopping” and “Search In-store Buy Online”. Products are divided into 3 basic categories as “Electronics (7 product type)”, “Clothing, Accessories and Personal Care (5 product type)” and “Home and Life (4 product type)”. In this research questionnaire was used as a data collection tool and data collected from 240 consumers totally. In this research, the Correspondence Analysis Method, which is the most appropriate method for the collected data type and research purpose, was used. As a result of the analysis, it was seen that there was a significant difference in the shopping channel preference of the consumers for each category. Accordingly, it can be said that consumers' shopping channel preferences vary according to the type of product. It was also examined whether consumers’ shopping channel preferences vary according to gender. In the analyzes, shopping channel preferences changes for 3 product types in the “Electronics” category, 3 product types in the “Clothing, Accessories and Personal Care” category, and 2 product types in the “Home and Life” according to gender.},author={Ayşe DEMİRHAN-Mehmet ÇAĞLAR},year={2019},journal={Turkish Studies-Economics,Finance,Politics}}