THE POTENTİAL EFFECTS OF INFLATİON PERCEPTİON ON CONSUMER BRAND PREFERENCES: A CONCEPTUAL REVİEW AND THEORETİCAL MODEL PROPOSAL

Yıl 2025, Cilt: 16 Sayı: 2, 891 - 919, 29.12.2025

Arif Kırmızıkaya

https://doi.org/10.54688/ayd.1743583

Öz

This study conceptually examines the multidimensional effects of globally increasing inflation on consumer behavior and proposes an original conceptual model based on the relationship between price sensitivity and brand loyalty. The model posits that perceived inflation may influence brand loyalty both directly and indirectly by increasing consumer price sensitivity. Developed through an extensive literature review, the model integrates behavioral economics, consumer psychology, and marketing literature within an interdisciplinary framework. The study argues that inflation is not merely an economic indicator but also a psychological phenomenon shaped by consumers’ perceptual and emotional processes. It highlights that, particularly in times of crisis, consumers’ tendencies to maintain or abandon brand loyalty are closely related to their sensitivity to prices. In this regard, the study provides new theoretical insights into consumer behavior and offers a strategic foundation for practitioners in designing marketing strategies. Furthermore, it suggests that the model be empirically tested across different demographic groups and product categories, thus establishing a robust foundation for future empirical research.

Anahtar Kelimeler

Perceived İnflation , Consumer Behavior , Brand Loyalty , Price Sensitivity , Behavioral Economics

ENFLASYON ALGISININ TÜKETİCİ MARKA TERCİHLERİ ÜZERİNDEKİ OLASI ETKİLERİ: KAVRAMSAL BİR İNCELEME VE TEORİK MODEL

Öz

Bu çalışma, küresel ölçekte artan enflasyonun tüketici davranışları üzerindeki çok boyutlu etkilerini kuramsal bir çerçevede ele alarak, fiyat hassasiyeti ve marka sadakati ilişkisi üzerinden özgün bir kavramsal model önermektedir. Modelde, algılanan enflasyonun tüketici fiyat hassasiyetini artırmak suretiyle marka sadakati üzerinde hem doğrudan hem de dolaylı etkiler yaratabileceği ileri sürülmektedir. Literatür taramasına dayalı olarak geliştirilen bu model, davranışsal ekonomi, tüketici psikolojisi ve pazarlama literatürlerini disiplinlerarası bir yaklaşımla bütünleştirerek sunulmuştur. Çalışma, enflasyonun yalnızca ekonomik bir gösterge değil; aynı zamanda tüketicilerin algısal ve duygusal süreçlerinde şekillenen psikolojik bir olgu olduğunu savunmaktadır. Özellikle kriz dönemlerinde tüketicilerin markalara olan bağlılıklarını sürdürme ya da terk etme davranışlarının, fiyat duyarlılığı ile yakından ilişkili olduğu vurgulanmaktadır. Bu açıdan çalışma, tüketici davranışlarını anlamaya yönelik yeni teorik açılımlar sunmakta ve uygulayıcılar için pazarlama stratejileri geliştirme noktasında yol gösterici bir zemin oluşturmaktadır. Modelin farklı demografik gruplarda ve ürün kategorilerinde test edilmesine yönelik öneriler, gelecekteki ampirik araştırmalar için güçlü bir temel sunmaktadır.

Anahtar Kelimeler

Enflasyon Algısı , Tüketici Davranışı , Marka Sadakati , Fiyat Hassasiyeti , Davranışsal Ekonomi

Kaynakça

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