Year 2018, Volume , Issue , Pages 515 - 532 2018-07-04


Aypar USLU [1] , Bahman HUSEYNLI [2]

Çalışmanın amacı, kişilik özellikleri açısından fiyat duyarlılığının yeniden satın alma niyetine olan etkisini belirlemek ve kişilik özelliklerinin fiyat duyarlılığı üzerindeki etkisini incelemektir. Bu bağlamda araştırma bu amaçlar doğrultusunda yürütülmüştür. Araştırmamızda fiyat duyarlılığı, kişilik özellikleri, sosyo-demografik özellikler ve yeniden satın alma niyeti pazarlama kapsamında incelenmiştir. Araştırma, Türkiye'de alkolsüz içecek tüketen 519 tüketici üzerinde gerçekleştirilmiştir. Çalışmada, fiyat duyarlılığının kişilik özellikleri arasında Duygusal Dengesizlik, Dışadönüklük ve Uyumluluk değişkenleri ile farklılık gösterdiği saptanmıştır. Ayrıca, sosyo-demografik özellikleri açısından katılımcıların yalnızca gelir seviyesine göre fiyat duyarlılığına göre farklılık gösterdiği bulunmuştur. Literatür incelendiğinde, bu araştırmanın uygulayıcılara faydalı olması ve akademik literatüre katkı sağlayacağını söylemek mümkündür, çünkü konuyla ilgili az çalışma bulunmaktadır.

The aim of the study is to determine the effect of price sensitivity on the intention of repurchasing in terms of personality characteristics, and also investigate the extent to which personality characteristics affect price sensitivity. Accordingly, the research was carried out in line with these objectives. In our research, price sensitivity, personality traits, socio-demographic characteristics and intention to repurchase were examined within the scope of marketing. The research was conducted on 519 consumers who consume soft drinks in Turkey. In the study, it was found out that price sensitivity differs from personality traits only with Neuroticism, Extraversion and Agreeableness dimensions. Furthermore, it was a variable income level, which varied according to the socio-demographic characteristics of the participants and the price sensitivity. When the literature is examined, it is possible that this research is beneficial to practitioners and it contributes to the academic literature, since there are few studies on the topic.

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Primary Language en
Subjects Social
Journal Section Articles

Author: Aypar USLU
Country: Turkey

Author: Bahman HUSEYNLI
Country: Turkey


Publication Date : July 4, 2018

APA Uslu, A , Huseynlı, B . (2018). IMPACT OF PRICE SENSITIVITY ON REPURCHASE INTENTION IN TERMS OF PERSONALITY FEATURES . Uluslararası İktisadi ve İdari İncelemeler Dergisi , () , 515-532 . DOI: 10.18092/ulikidince.434866