Tüketicilerin Fiyat Algılamalarının İndirim Marketlerinden Satın Alma Niyetleri Üzerindeki Etkisi

Abstract

Tüketicinin satın alma davranışını etkileyen birçok faktör bulunsa da şüphe yok ki bunlardan en önemlilerinden biri pazarlama karması unsurlarından biri olan fiyattır. Dolayısıyla tüketicilerin satın alma niyetinde oldukları ürün veya hizmetlerin fiyatları ve bu fiyatları nasıl algıladıklarının; satın alma davranışlarının üzerinde ciddi bir etkisi bulunmaktadır. Tüketicinin fiyatı nasıl algıladığı ve bu süreç doğrultusunda satın alma niyetinin nasıl bir oluşum veya değişim gösterdiğini bilmek pazarlamacılara birçok yönden avantaj sağlayacaktır. Ülkemizde konu ile ilgili çalışmaların kısıtlılığı ve perakende sektörünün lokomotifi sayılabilecek indirim marketleri üzerinde konu ile ilgili yapılmış bir çalışmaya rastlanamaması nedeniyle, bu araştırmanın amacı indirim marketlerinde tüketicinin fiyat algılamasının satın alma niyeti üzerindeki etkisi ve bu etkinin yönünün ortaya konulmasıdır. Bu kapsamda üç farklı indirim marketi araştırmaya konu edilmiş ve bu marketlerden alışveriş yapan 400 tüketici üzerinde anket uygulanmıştır.

Keywords

• Fiyat algılaması,Satın alma niyeti,İndirim marketleri,Tüketici davranışları,Perakendecilik

The Influence of Consumers’ Price Perception on Purchase Intention from Discount Markets

Abstract

Although there are many factors affecting the buying behavior of the consumer, one of the most important ones is price which is one of the elements of marketing mix. Therefore, the prices of the products or services that consumers intend to purchase and how they perceive these prices; it has a serious impact on purchasing behavior. Knowing how the consumer perceives the price and how the buying intention in the direction of this process shows or changes will give marketers an advantage in many ways. The aim of this study is to determine the effect of consumer's perception of price on the purchase intention and the direction of this effect in discount markets due to the lack of studies on the subject in our country and the lack of a study on discount markets that can be considered as the locomotive of the retail sector. In this context, three different discount markets were considered and 400 consumers were surveyed.

Keywords

• Price Perception,Purchase Intention,Discount Markets,Consumer Behavior,Retailing

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