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Tüketicilerin Fiyat Taktiklerinin İkna Kabiliyeti İle İlgili Bilinç Düzeyi Ölçeğinin Türkçeye Uyarlanması

Year 2018, Volume: 4 Issue: 1, 65 - 78, 31.05.2018

Abstract

Bu çalışmanın amacı Hardesty, Bearden ve Carlson (2007) tarafından
geliştirilen Tüketicilerin Fiyat Taktiklerinin İkna Kabiliyeti ile İlgili
Bilinç Düzeyi (Pricing Tactic Persuasion Knowledge – PTPK) ölçeğinin Türkçeye
uyarlanmasıdır. Ölçümlemede önce ifadeler Türkçe’ye çevrilmiştir, sonra uzman
akademisyenlerden görüş alınmış, düzeltme yapılmıştır. Sonra, bu, 30 kişilik
pazarlama alanında yüksek lisans ve doktora yapan öğrencilerden oluşan bir
örnekte (ifadelerin ve soruların anlaşılırlığını görmek, problemli noktaları
saptamak amacıyla) test edilmiştir. Buradan elde edilen veriler ışığında  gereken düzeltmeler yapıldıktan sonra ölçek
nihai haline getirilmiş, daha sonra ise 206 kişiden oluşan bir örnekte test
edilmiştir. Ölçek geliştirme çalışmalarının metodolojisine uygun olarak
Türkçe’ye uyarlanan maddelerin Kapsam Geçerlilik Oranı (KGO) bulunmuş, düşük
değerli maddeler ölçekten çıkarılmış, orijinal versiyonunda 17 madde olan
ölçeğin Türkçe’ye uyarlanmış versiyonunda 11 madde kalmıştır. Ölçeğin geneline
ilişkin Ölçek Kapsam Geçerlilik İndeksi ise α=0,05 düzeyinde 0,6 olarak
bulunmuştur. Çalışmanın özgün değeri göz önünde bulundurulursa, bu çalışmanın
hem akademik literatüre hem de uygulamacılara faydalı olacağı düşünülmektedir.

References

  • Aalto-Setälä, V., & Raijas, A. (2003). Actual market prices and consumer price knowledge. Journal of Product & Brand Management, 12(3), 180-192.
  • Aksoy, L., & Özsomer, A. (2007). Türkiye’de Marka Kişiliği Oluşturan Boyutlar. 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı, 1-14. 18-20 Ekim, Sakarya, Türkiye.
  • Alba, J. W., Mela, C. F., Shimp, T. A., & Urbany, J. E. (1999). The effect of discount frequency and depth on consumer price judgments. Journal of Consumer Research, 26(2), 99-114.
  • Baumgartner, B. (2003). Measuring changes in brand choice behavior. Schmalenbach Business Review, 55, 242-56
  • Beaton, D. E., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2000). Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, 25(24), 3186-3191.
  • Benet-Martinez, V., & John, O.P. (1998). Los Cinco Grandes across cultures and ethnic groups: multitrait–multimethod analyses of the Big Five in Spanish and English. Journal of Personality and Social Psychology, 75, 729–750.
  • Binkley, J. K., & Bejnarowicz, J. (2003). Consumer price awareness in food shopping: the case of quantity surcharges. Journal of Retailing, 79(1), 27-35.
  • Bora Semiz, B. (2016). “Doktora Düzeyinde Verilen Pazarlama Eğitimi”. Babacan, M. (Ed.), Türkiyede Pazarlama Biliminin Akademik Tarihi (ss. 109-130) içinde. İstanbul: Beta Basım Yayım Dağıtım.
  • Bowersox, D. J., & Cooper, M. B. (1992). Strategic Marketing Channel Management. McGraw-Hill College.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
  • Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. The Journal of Marketing, 42-53.
  • Dolan, R. J. (1995). How do you know when the price is right?. Long Range Planning, 6(28), 125.
  • Estelami, H. (1998). The price is right... or is it? Demographic and category effects on consumer price knowledge. Journal of Product & Brand Management, 7(3), 254-266.
  • Geçkil, T., & Tikici, M. (2015). Örgütsel Demokrasi Ölçeği Geliştirme Çalışması. Amme İdaresi Dergisi, 48(4), 41-78.
  • Hambleton, R. K., & Bollwark, J. (1991). Adapting Tests for Use in Different Cultures: Technical Issues and Methods.
  • Hardesty, D. M., Bearden, W. O., & Carlson, J. P. (2007). Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83(2), 199-210.http://www.tcmb.gov.tr/kurlar/201705/15052017.xml
  • Kenning, P., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Consumer price knowledge in the market for apparel. International Journal of Retail & Distribution Management, 35(2), 97-119.
  • Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Pearson Education.
  • Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing Management. (14 ed.). Pearson.
  • Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563-575.
  • Levy, M., Grewal, D., Kopalle, P. K., & Hess, J. D. (2004). Emerging trends in retail pricing practice: implications for research. Journal of Retailing, 80(3), 165-180.
  • Mesak, H. I., & Clelland, R. C. (1979). A competitive pricing model. Management Science, 25(11), 1057-1068.
  • Monroe, K. B., & Lee, A. Y. (1999). Remembering versus knowing: Issues in buyers’ processing of price information. Journal of the Academy of Marketing Science, 27(2), 207-225.
  • Monroe, K.B. (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10, 70-80.
  • Noble, P. M., & Gruca, T. S. (1999). Industrial pricing: Theory and managerial practice. Marketing Science, 18(3), 435-454.
  • Pillai, K. G., & Kumar, V. (2012). Differential effects of value consciousness and coupon proneness on consumers’ persuasion knowledge of pricing tactics. Journal of Retailing, 88(1), 20-33.
  • Rubio, D. M., Berg-Weger, M., Tebb, S. S., Lee, E. S., & Rauch, S. (2003). Objectifying content validity: Conducting a content validity study in social work research. Social work research, 27(2), 94-104.
  • Şahin, N. (1994). Psikoloji araştırmalarında ölçek kullanımı. Türk Psikoloji Dergisi, 9(33), 19-26.
  • Savaşır, I. (1994). Ölçek uyarlamasındaki sorunlar ve bazı çözüm yolları. Türk Psikoloji Dergisi, 9(33), 27-32.
  • Shapiro, B. P. (1968). The psychology of pricing. Harvard Business Review, 46(4), 14-25.
  • Sümer, N. & Sümer, H. C. (2005). Five factor personality trait scale (Yayımlanmamış çalışma).
  • Thomas, M., & Morwitz, V. (2004). Effects of framing on magnitude perceptions of price. Advances in Consumer Research, 31( 1), 454-6.
  • Turan, İ., Şimşek, Ü., & Aslan, H. (2015). Eğitim araştırmalarında likert ölçeği ve likert-tipi soruların kullanımı ve analizi. Sakarya Üniversitesi Eğitim Fakültesi Dergisi, (30), 186-203.
  • Turley, L. W., & Cabaniss, R. F. (1995). Price knowledge for services: An empirical investigation. Journal of Professional Services Marketing, 12(1), 39-52.
  • Vanhuele, M., & Drèze, X. (2002). Measuring the price knowledge shoppers bring to the store. Journal of Marketing, 66(4), 72-85.
  • Yurdugül, H. (2005). Ölçek geliştirme çalışmalarında kapsam geçerliği için kapsam geçerlik indekslerinin kullanılması. XIV. Ulusal Eğitim Bilimleri Kongresi, 1, (ss.771-774).
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.

Adaptation of Pricing Tactic Persuasion Knowledge Scale to Turkish

Year 2018, Volume: 4 Issue: 1, 65 - 78, 31.05.2018

Abstract

The aim of the study is to adapt to Turkish the Pricing Tactic
Persuasion Knowledge (PTPK) scale developed by Hardesty, Bearden and Carlson
(2007). The items of the scale have been translated into Turkish, then,
opinions were obtained from expert academicians and corrected. Then this scale
was tested (determining the clarity of the expressions and the questions and to
determine the problematic points) in a sample of graduate and doctoral students
in the marketing field of 30 people. Corrections were made to the data obtained
from this and the scale was finalized, and then tested in a sample of 206
individuals. In accordance with the methodology of the scale development
studies, the Content Validity Ratio (CVR) of the items adapted to Turkish was
found, then low-value items were removed from the scale, 11 items were left in
the version adapted to Turkish, which there were 17 items in the original
version of the scale. The overall Scale Content Validity Index (S-CVI) of the
scale was found to be 0.6 at α = 0.05. The original value of the study is
thought to be beneficial to both the academic literature and the practitioners.

References

  • Aalto-Setälä, V., & Raijas, A. (2003). Actual market prices and consumer price knowledge. Journal of Product & Brand Management, 12(3), 180-192.
  • Aksoy, L., & Özsomer, A. (2007). Türkiye’de Marka Kişiliği Oluşturan Boyutlar. 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı, 1-14. 18-20 Ekim, Sakarya, Türkiye.
  • Alba, J. W., Mela, C. F., Shimp, T. A., & Urbany, J. E. (1999). The effect of discount frequency and depth on consumer price judgments. Journal of Consumer Research, 26(2), 99-114.
  • Baumgartner, B. (2003). Measuring changes in brand choice behavior. Schmalenbach Business Review, 55, 242-56
  • Beaton, D. E., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2000). Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, 25(24), 3186-3191.
  • Benet-Martinez, V., & John, O.P. (1998). Los Cinco Grandes across cultures and ethnic groups: multitrait–multimethod analyses of the Big Five in Spanish and English. Journal of Personality and Social Psychology, 75, 729–750.
  • Binkley, J. K., & Bejnarowicz, J. (2003). Consumer price awareness in food shopping: the case of quantity surcharges. Journal of Retailing, 79(1), 27-35.
  • Bora Semiz, B. (2016). “Doktora Düzeyinde Verilen Pazarlama Eğitimi”. Babacan, M. (Ed.), Türkiyede Pazarlama Biliminin Akademik Tarihi (ss. 109-130) içinde. İstanbul: Beta Basım Yayım Dağıtım.
  • Bowersox, D. J., & Cooper, M. B. (1992). Strategic Marketing Channel Management. McGraw-Hill College.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
  • Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. The Journal of Marketing, 42-53.
  • Dolan, R. J. (1995). How do you know when the price is right?. Long Range Planning, 6(28), 125.
  • Estelami, H. (1998). The price is right... or is it? Demographic and category effects on consumer price knowledge. Journal of Product & Brand Management, 7(3), 254-266.
  • Geçkil, T., & Tikici, M. (2015). Örgütsel Demokrasi Ölçeği Geliştirme Çalışması. Amme İdaresi Dergisi, 48(4), 41-78.
  • Hambleton, R. K., & Bollwark, J. (1991). Adapting Tests for Use in Different Cultures: Technical Issues and Methods.
  • Hardesty, D. M., Bearden, W. O., & Carlson, J. P. (2007). Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83(2), 199-210.http://www.tcmb.gov.tr/kurlar/201705/15052017.xml
  • Kenning, P., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Consumer price knowledge in the market for apparel. International Journal of Retail & Distribution Management, 35(2), 97-119.
  • Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Pearson Education.
  • Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing Management. (14 ed.). Pearson.
  • Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563-575.
  • Levy, M., Grewal, D., Kopalle, P. K., & Hess, J. D. (2004). Emerging trends in retail pricing practice: implications for research. Journal of Retailing, 80(3), 165-180.
  • Mesak, H. I., & Clelland, R. C. (1979). A competitive pricing model. Management Science, 25(11), 1057-1068.
  • Monroe, K. B., & Lee, A. Y. (1999). Remembering versus knowing: Issues in buyers’ processing of price information. Journal of the Academy of Marketing Science, 27(2), 207-225.
  • Monroe, K.B. (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10, 70-80.
  • Noble, P. M., & Gruca, T. S. (1999). Industrial pricing: Theory and managerial practice. Marketing Science, 18(3), 435-454.
  • Pillai, K. G., & Kumar, V. (2012). Differential effects of value consciousness and coupon proneness on consumers’ persuasion knowledge of pricing tactics. Journal of Retailing, 88(1), 20-33.
  • Rubio, D. M., Berg-Weger, M., Tebb, S. S., Lee, E. S., & Rauch, S. (2003). Objectifying content validity: Conducting a content validity study in social work research. Social work research, 27(2), 94-104.
  • Şahin, N. (1994). Psikoloji araştırmalarında ölçek kullanımı. Türk Psikoloji Dergisi, 9(33), 19-26.
  • Savaşır, I. (1994). Ölçek uyarlamasındaki sorunlar ve bazı çözüm yolları. Türk Psikoloji Dergisi, 9(33), 27-32.
  • Shapiro, B. P. (1968). The psychology of pricing. Harvard Business Review, 46(4), 14-25.
  • Sümer, N. & Sümer, H. C. (2005). Five factor personality trait scale (Yayımlanmamış çalışma).
  • Thomas, M., & Morwitz, V. (2004). Effects of framing on magnitude perceptions of price. Advances in Consumer Research, 31( 1), 454-6.
  • Turan, İ., Şimşek, Ü., & Aslan, H. (2015). Eğitim araştırmalarında likert ölçeği ve likert-tipi soruların kullanımı ve analizi. Sakarya Üniversitesi Eğitim Fakültesi Dergisi, (30), 186-203.
  • Turley, L. W., & Cabaniss, R. F. (1995). Price knowledge for services: An empirical investigation. Journal of Professional Services Marketing, 12(1), 39-52.
  • Vanhuele, M., & Drèze, X. (2002). Measuring the price knowledge shoppers bring to the store. Journal of Marketing, 66(4), 72-85.
  • Yurdugül, H. (2005). Ölçek geliştirme çalışmalarında kapsam geçerliği için kapsam geçerlik indekslerinin kullanılması. XIV. Ulusal Eğitim Bilimleri Kongresi, 1, (ss.771-774).
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
There are 37 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Bahman Huseynli

Nil Engizek

Sema Kurtuluş

Publication Date May 31, 2018
Published in Issue Year 2018 Volume: 4 Issue: 1

Cite

APA Huseynli, B., Engizek, N., & Kurtuluş, S. (2018). Tüketicilerin Fiyat Taktiklerinin İkna Kabiliyeti İle İlgili Bilinç Düzeyi Ölçeğinin Türkçeye Uyarlanması. Yildiz Social Science Review, 4(1), 65-78.