ÜRÜN KALİTESİNİ ALGILAMADA FİYAT ve MARKA ETKİSİNİN İKİ ETMENLİ DENEY TASARIMIYLA İNCELENMESİ

Yıl 1993, Cilt: 11 Sayı: 1, 197 - 202, 30.06.1993

Embiya Ağaoğlu

Öz

Bu araştırmada, alıcıların bir ürünü satın alırken, söz konusu ürünün kalitesini algılamalarında fiyatının veya markasının veya her ikisinin birlikte ne düzeyde etkili olduğu uygulamalı bir
biçimde incelenmiştir.

Anahtar Kelimeler

Deney Tasarımı

Kaynakça

• Akshay R. RAO and Kent B. MONROE, "The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Ouality : An Integrative Review", Journal of Marketing Research, Vol. XXVI (August 1989), pp. 351-357.
• J. Douglas Mc CONNELL, "The Price- Ouality Relationship in an Experimental Setting", Journal of Marketing Research, 5 (August 1968), pp. 331·334.
• J. Douglas Mc CONNELL, "Effect of Pricing on Perception of Product Ouality", Journal of Applied Psychology, 52 (August 1968), pp. 300-304.
• James E. STAFFORD and Ben M. ENIS, "The Price - Ouality Relationship: An Extension", Journal of Marketing Research, Vol. VI (November 1969), pp. 456-458.
• William B. DODDS, Kent B. MONROE, and DHRUV GREWAL, "Effects of Price, Brand, and Store Information of Buyers' Product Evaluations", Journal of Marketing Research, Vol. XXVIII (August 1991), pp. 307·319.
• David J. LUOK and Ronald S. RUBIN, Marketing Research (Seventh Edition), Prentice-Hall International, Inc., 1987, pp. 486-490.
• Douglas C. MONTGEMORY, Design and Analysts of Experiments, Second Edition. John Wiley and Sam, 1984, pp. 192-196.
• Frank, A. BUCKLESS, Sue Pickard RAVENSCROP, "Contrast Codirıg: A Refinernent of ANOVA in Behavioral Analysis", The Accounting Review, Vol. 65, No. 4, October 1990, pp. 933-945.