AN APPLICATION TO MEASURE THE EFFECTS OF THE RESTRICTIONS IN THE INSTALLMENT SELLINGS WITH CREDIT CARDS, ON THE CONSUMPTION LEVELS (THE EXAMPLE OF GÜMÜŞHANE)

Abstract

Enabling to purchase with postponing the payment until the date of extract, spreading the process terms or without carrying cash credit cards support the aggregate demand; moreover increase the money supply. However, the fact that, many consumers have undertaken debts exceeding their budgets, preoccupies there are reasons to hinder the consumer from the ability of making rational choices.
The market of consumer credits and credit cards which the suppliers part are embodided by the banks, could be seens as a typical example of imperfect competition. An other example of imperfect competion is publishing an media business. Media and cultural products market which is dominated by the monopolies is not so integrated with banking sector as before. On the contrary, as creditors, sponsors and client of advertisers banks still has power over the media. Emerging with the liberalization and deregulation policies after 1980, this context has canalized cultural production and preferences of consumption into a certain orientation. Regulations on credit card usage has been expecting success without considering dominant cultural production and neo-liberalism.
The installment sellings payment dues have been limited with 9 terms in 2014 February then, the regulation were loosened lightly yet the limitation approach saved. The universe of your research Gümüşhane is the consumer creates center of the provincial center where credit card The consumers 429 of the survey forms were counted as valid, Reliability tests were carried on the extracted frequency distrubitions in a 95% confidenece interval then, Chi-square and Anova tests were applied on the cross tabs regarding significiance levels. Findings show that the effect of the regulations on the installment sellings decreases against the culture presenting by the communication media. Consumers are aware of the fact that they buy commodities of lesser need with the influence of advertisements on the media, consumer lifestyles or the samples encountered in the social environment then they go into debt. A further problem is that low-income consumers lose control over their budgets and become dependent on the credit cards. For consumers who are constantly in debt and lost their ability to save, the effect of the decrease or increase in the terms of maturity on credit sales is rather limited.