Bir bölümlendirme kriteri olarak tüketicilerin fiyat algılamaları: Gelişmekte olan piyasa örneği

Year 2010, Volume: 39 Issue: 1, 21 - 34, 03.12.2009

Kemal Kurtuluş Abdullah Okumus

Abstract

Bu çalışmanın temel amacı davranışsal ve psikolojik yönleri ile ortaya çıkan fiyatın karmaşık yapısını açıklamak ve fiyat algılamaları temel alınarak farklı tüketici segmentlerinin oluşup oluşmadığını incelemektir. Bu çalışmada fiyat algılamasını ölçmek için daha önce yapılan çalışmalarda kullanılan ölçeklerden ve grup görüşmesi sonucu elde edilen değişkenlerden yararlanılmıştır. Süpermarket müşterilerinden elde edilen toplam 600 anket formu araştırmaya dahil edilmiştir. Araştırma hedeflerine ulaşmak için yapısal eşitlik modellemesi, kümeleme analizi ve ki-kare analizleri kullanılmıştır. Bu çalışmada geçerliliği ve güvenilirliği test edilmiş ölçekler kullanılmıştır. Yapılan analizler sonucunda müşterilerin dört farklı segment şeklinde gruplanabilecekleri bulunmuştur. Bu pazar kümeleri birer segmentasyon kriteri olarak kullanılabilir. Farklı kültürler, farklı demografik özellikler fiyat algılamalarında farklılık oluşturabilmektedir. Bu nedenle karşılaştırmalı çalışmaların yapılması yeni ve değişik faydalı sonuçlara da ulaşılmasını sağlayabilir. Bu çalışma ile elde edilen dört farklı segmentin firma yöneticilerinin pazarlama planlarını hazırlamalarında ve bunların optimizasyonunda önemli katkılar sağlayacağı düşünülmektedir. Ayrıca bu segmentlerin özellikleri dikkate alındığında farklı segmentlerde ne tür pazarlama stratejileri ve taktikleri geliştirileceği hususunda önemli bilgiler ortaya konmaktadır. Bu çalışmada geçerlilik ve güvenilirliği test edilmiş olan bu ölçek ile fiyat algılamasının bir segmentasyon kriteri olarak kullanılabileceğine de vurgu yapılmıştır. 

Keywords

Fiyat algılaması, rasyonel unsurlar, psikolojik unsurlar, yapısal eşitlik modellemesi, kümeleme analizi

Consumers' price perceptions as a segmentation criteria: An emerging market case

Abstract

The main purpose of this study is to explain price perception heterogeneity in terms of behavioral and psychological variables related to price. The second purpose is to attempt to determine the segments of customers based on their price perceptions. In order to measure price perception, a multi item scale is developed from various existing scales and through focus group interviews. Data are collected from a sample of 600 supermarket customers. Structural equation modeling, cluster analysis, and chisquare analysis are used to reach research objectives. Validity and reliability tested scales used in this research are verified to be appropriate. As a result of these analyses, it is found that the customers can be clustered into four different groups or clusters according to price perceptions construct. These clusters can be used for segmentation purposes. Different cultures, different demographics might cause differences in price
perceptions. Therefore, comparative research can create useful insides in this regard. Four different segments developed in this research will help business managers to optimize their business and marketing plans and their execution. Characteristics of these clusters will also contribute to improve marketing strategies and tactics. First of all, a new dimension, namely domestic-national sensitivity is included in the price perception model first time. Secondly, this research also indicates that validity and reliability-tested scales can be used in further studies. This study shows that price perception based segmentation can be done.

Keywords

Price perception, rational aspects, psychological aspects, structural equation modeling, cluster analysis

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