Tüketicilerin Karar Sürecinde Fiyatın Rolü: Davranışsal Fiyatlandırma Üzerine Kavramsal Bir Çalışma

Year 2013, Volume: 10 Issue: 2, 95 - 110, 01.12.2013

Kalender Özcan Atılgan

Abstract

Pazarlama yazınında fiyat ve fiyatlandırma, temel konulardan olmalarına rağmen, davranışsal fiyatlamanın kapsamlı bir şekilde sınıflandırılması ile ilgili nispeten daha az çalışma gerçekleştirilmiştir. Geçmişte yapılan çalışmalara dayalı olarak, bu çalışmada bütünleşik bir fiyatlama modeli önerilmiştir. Önerilen model kapsamında, özellikle tüketicinin algıladığı parasal fiyat konusu üzerinde odaklanılmış ve ilgili bilgiler ayrıntılı olarak verilmiştir. Çalışmadaki kavramsal modelin yeni araştırmalar için yararlı olabilecek bir zemin hazırlamasıyla, konuya daha fazla dikkat çekilmesi beklenmektedir

Keywords

Pazarlama, Fiyat, Davranışsal Fiyatlandırma, Kavramsal Model.

The Role of Price Within The Consumers’ Decision Process: A Conceptual Study on Behavioral Pricing

Abstract

Although price and pricing are fundamental issues within the marketing literature, relatively few studies have concerned with comprehensive behavioral pricing classification schema. Based on previous research, an integrated pricing model has been proposed in this study. Within the scope of the proposed model, especially consumer’s perceived monetary price has been focused and related information has been given in detail. It is expected to direct more attention on the subject by providing a useful background for new researches from the conceptual model of this study

Keywords

Marketing, Price, Behavioral Pricing, Conceptual Model

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