Araştırma Makalesi
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Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma

Yıl 2019, Cilt: 19 Sayı: 2, 151 - 170, 17.06.2019
https://doi.org/10.18037/ausbd.579290

Öz

Birey kendisi için anlam ve değeri yüksek olan öğeleri toplum içerisinde ifade etmek ve iletmek


için çeşitli işaret ve simgeler kullanmaktadır. Bu bağlamda, günümüzde ise özellikle refah seviyesi


olarak gelişmiş ülkelerde tüketici, statüsünü gösteren ürünleri satın almayı tercih etmektedir.


Statü tüketimi, tüketicinin otorite kazanmak için başkalarının önem verdiği ve statülerinin


göstergesi olan ürünleri satın alıp diğerlerine karşı toplumsal konumlarını gü.lendirmeye


yönlendirilen motive edici süre.tir. Statüsüne uygun satın alım yapan tüketici için ürünün kalite


ve işlevselliğinden çok satın aldığı fiyat önemlidir. Bu çalışmada, statülerine uygun alışveriş yapan


tüketiciler açısından, statü tüketiminin fiyat duyarlılığına olan etkisi belirlenmeye çalışılmıştır.


Bu amaç doğrultusunda Uşak il merkezinde yaşayan devlet memurlarına anket uygulanmıştır.


Verilerin analizinde, frekans dağılımı, güvenilirlik analizi, aritmetik ortalama, standart sapma,


doğrulayıcı faktör analizi ve yapısal eşitlik modelleme (path) analizi kullanılmıştır. Analizler


sonucunda, statü tüketiminin tüketici ilgilenimi, tüketici yenilikçiliği ve marka bağlılığı üzerinde


etkili olduğu belirlenmiştir. Tüketici yenilikçiliği ile marka bağlılığının fiyat duyarlılığı üzerinde


etkisi tespit edilirken tüketici ilgileniminin fiyat duyarlılığı üzerinde etkisinin olmadığı


g.rülmüştür.

Kaynakça

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Toplam 74 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Polat Can

Yayımlanma Tarihi 17 Haziran 2019
Gönderilme Tarihi 13 Haziran 2018
Yayımlandığı Sayı Yıl 2019 Cilt: 19 Sayı: 2

Kaynak Göster

APA Can, P. (2019). Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 19(2), 151-170. https://doi.org/10.18037/ausbd.579290