IMPACT OF PRICE SENSITIVITY ON REPURCHASE INTENTION IN TERMS OF PERSONALITY FEATURES

Year 2018, 17. UIK Special Issue, 515 - 532, 04.07.2018

Aypar Uslu , Bahman Huseynlı

https://doi.org/10.18092/ulikidince.434866

Cited By: 5

Abstract

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.

Keywords

Big Five Personality Traits, Pricing, Price Sensitivity, Repurchase Intention

KİŞİLİK ÖZELLİKLERİ AÇISINDAN FİYAT DUYARLILIĞININ YENİDEN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Abstract

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.

Keywords

Beş Faktör Kişilik Özelikleri, Fiyatlandırma, Fiyat Duyarlılığı, Yeniden Satın Alma Niyeti

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