Psikolojik Fiyatlamanın Yan Etkileri: Marka Güveni Nasıl Etkilenir?

Yıl 2019, Cilt: 23 Sayı: 3, 718 - 733, 29.12.2019

Edin Güçlü Sözer

Öz

Bu
çalışma psikolojik fiyatlama taktiklerinden bir tanesi olan tek sayı ile biten
fiyatlama yönteminin perakende sektörü bağlamında tüketicilerin marka imajı
algıları ve markaya olan güvenleri üzerindeki etkisini ölçmeyi hedeflemektedir.
Çalışma kapsamında özellikle, fiyat farkındalığı olan ve olmayan tüketicilerin
9 rakamı ile biten fiyatlara maruz kaldıklarında oluşan marka imajı algıları ve
markaya duydukları güven seviyeleri arasındaki fark analiz edilmiştir.
Çalışmanın sonuçları fiyat farkındalığının marka imajı algıları ve markaya olan
güven seviyesi üzerinde etkili olduğunu teyit etmektedir. Fiyat farkındalığı
olmayan tüketicilere göre yüksek fiyat farkındalığı olanlar hem marka imajı hem
de markaya olan güven açısından daha negatif algılara sahip olmaktadır. Fiyat
farkındalığının markaya olan güven üzerindeki doğrudan ve güçlü bir şekilde
olumsuz olan etkisi, marka imajının markaya olan güven üzerindeki olumlu etkisi
nedeniyle bir miktar stabilize olmaktadır. Çalışmanın bulguları ışığında,
uygulamaya yönelik öneriler sunulmuştur. 

Anahtar Kelimeler

Psikolojik Fiyatlama, Tek Sayı ile Biten Fiyatlar, Marka İmajı

Side Effects of Pyschological Pricing: How Brand Trust is Affected?

Öz

This study targets
to measure the effects of odd-ending prices, one of the psychological pricing
tactics, on consumers’ brand image perceptions and their trust towards the
brand in a retailing context. Specifically, the difference between the
perceptions of price conscious and non-price conscious consumers in terms of
brand image and their brand trust was analyzed when they are exposed to
9-ending price information. The findings of the study confirm that price
consciousness play a significant role in shaping their brand image perceptions
and brand trust levels. Compared to non-price conscious consumers, those
consumers with price consciousness level have negative perceptions in terms of
both brand image and brand trust.  The
direct and strong negative effect of price consciousness on brand trust becomes
stabilized in a minimal amount due to positive effect of brand image on brand
trust.  Based on the findings of this
study, some practical implications are provided. 

Anahtar Kelimeler

Psychological Pricing, Odd-Ending Prices, Brand Image

Kaynakça

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