TÜKETİCİLERİN ABARTILI REFERANS FİYATA YÖNELİK ALGILARININ MARKALI KOT PANTOLON SATIN ALMA DAVRANIŞI AÇISINDAN İNCELENMESİ

Year 2019, Volume: 28 Issue: 2, 286 - 293, 15.10.2019

Serap Çabuk Ayşe Şahin Kalender Özcan Atılgan

https://doi.org/10.35379/cusosbil.570965

Cited By: 1

Abstract

Bu
çalışmada, markalı kot pantolon satın alan tüketicilerin üç farklı referans
fiyat durumu için (referans fiyat olmayan, makul referans fiyatlı ve abartılı
referans fiyatlı), referans fiyatlara yönelik inandırıcılık, işlem değeri,
algılanan kalite ve satın alma istekliliği değişkenleri açısından farklılıklar
incelenmiştir. Mersin il merkezinde kolayda örnekleme yöntemiyle 515
katılımcıdan anket verileri elde edilmiştir.     Marka
aşinalığının kovaryans olarak ele alındığı çok değişkenli kovaryans analizi
(MANCOVA) ile üç farklı referans fiyat durumunu oluşturan gruplar arasındaki
farklılıklar test edilmiştir. Çalışmanın sonunda, referans fiyatların
inandırıcılığının algılanması ve satın alma istekliliği bağlamında
farklılıkların olduğu ortaya çıkmıştır.

Keywords

Abartılı referans fiyat, tüketici algısı

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