Measuring Financial Literacy of the Housewife to Generate Marketing Strategies

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Author(s): Serkan Eti (Istanbul Medipol University, Turkey)and Ece Nur Temizel (Istanbul Medipol University, Turkey)
Copyright: 2020
Pages: 20
Source title: Handbook of Research on Decision-Making Techniques in Financial Marketing
Source Author(s)/Editor(s): Hasan Dinçer (Istanbul Medipol University, Turkey)and Serhat Yüksel (İstanbul Medipol University, Turkey)
DOI: 10.4018/978-1-7998-2559-3.ch001

Keywords: Accounting & Finance / Business & Management / Business Science Reference / Marketing and Consumer Behavior

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Abstract

This chapter evaluates the financial literacy of the housewife by analyzing a survey of a minimum of 204 housewives in Turkey. Findings from the 25 questions of the survey show housewives in Turkey generally have Turkish Lira deposits but also have a low tendency to spend. It was found that the financial literacy of housewives was low. In this context, it will be appropriate to increase this literacy through general education. In this way, housewives will be able to better evaluate their savings and the financial system of the country will work more effectively.

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Measuring Financial Literacy of the Housewife to Generate Marketing Strategies

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