Araştırma Makalesi
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Market Alışverişlerinde Düşük Fiyat Araştırmasının Demografik Özelliklere Göre İncelenmesi

Yıl 2021, Cilt: 4 Sayı: 2, 169 - 194, 27.10.2021
https://doi.org/10.38057/bifd.984566

Öz

Fiyat araştırma davranışı üzerine yapılan çalışmalar, tüketicilerin elde edecekleri ekonomik ve psikolojik faydalara göre fiyat indirimlerini araştırdıklarını ortaya koymaktadır. Bilginin ekonomik değeri teorisi tüketicilerin fayda-maliyet dengesine göre karar verdiğini öne sürmektedir. Ancak bu teorinin aksine tüketicilerin indirimli fiyat araştırmalarını ekonomik fayda-maliyet yaklaşımından ziyade bireysel gelişim (piyasa bilgisi, yatırım araştırması), psikolojik faydalar (piyasa uzmanı) ve fiyat farkı algısının daha iyi açıkladığını ortaya koyan çalışmalar da bulunmaktadır. Bu bağlamda çalışma, tüketicilerin indirimli fiyat araştırmalarını açıklamada etkili olan bu faktörleri ele alarak demografik özellikler açısından farklılık gösterip göstermediğini incelemiştir. Keşfedici bir araştırma olan çalışma kapsamında İstanbul ili ile sınırlı olmak üzere 161 adet veri toplanmıştır. Araştırma soruları için Urbany ve diğerleri (1996) ve Feick ve Prive (1987) tarafından geliştirilen ölçeklerden faydalanılmıştır. Elde edilen veriler SPSS programına işlenerek hipotezler test edilmiştir. Hipotezlerin test edilmesinde t-testi ve Anova analiz kullanılmıştır. Çalışma sonucunda fiyat araştırma davranışını etkileyen faktörlerin yaş ve aile büyüklüğüne göre farklılık gösterdiği tespit edilmiştir. Diğer bir ifadeyle yaş ve aile büyüklüğü arttıkça ortalamaların arttığı tespit edilmiştir. Bu nedenle fiyat araştırma eğilimlerinin de arttığı söylenebilir. Buradan yola çıkarak yalnız yaşayan tüketicilerin ve gençlerin fiyat araştırma eğilimleri düşük olduğundan bu tüketici gruplarına yönelik fiyat indirimleri yerine kalabalık yaşayan ve orta yaşlı tüketici gruplarının tüketeceği ürün gruplarına yönelik fiyat indirimleri düzenlemenin daha yararlı olacağı tahmin edilebilir.

Kaynakça

  • Berne, C., Mugica, J. M., Pedraja, M., & Rivera, P. (2001). Factors involved in price information-seeking behaviour. Journal of Retailing and Consumer Services, 8, 71-84
  • Blattberg, R., Buesing, T., & Peacock, P. (1978). Identifying the deal prone segment. Journal of Marketing Research, 15(3), 369-377
  • Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16
  • Cant, M. C., & Sheers, L. V. (2012). Identifying the correlation between the gender and knowledge of the South African consumer in the selection of grocery products. International Peer Reviewed Journal, 2, 23-36
  • Carlson, J. A., & Gieseke, R. J. (1983). Price search in a product market. Journal of Consumer Research, 9(4), 357-365
  • Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83-97.
  • Gauri, D. K. (2007). Retail promotions: consumers’ effectiveness in availing them and retailers’ success in using them. [Yayınlanmamış doktora tezi] State University of New York at Buffalo.
  • Goldman, A., & Johansson J. K. (1978). Determinants for search of lower prices: An empirical assessment of the economics of information. Journal of Consumer Research, 5(3), 176-186
  • Grewal, D., & Marmorstein, H. (1994). Market price variation, perceived price variation, and consumers' price search decisions for durable goods. Journal of Consumer Research, 21(3), 453-460.
  • Magi, A. W., & Julander, C.-R. (2005). Consumers store-level price knowledge: Why are some consumers more knowledgeable than others?. Journal of Retailing, 81(4), 319-329
  • Malhotra, N. (2004). Marketing research an applied orientation, (2. Bs.), Prentice Hall, Upper Saddle River.
  • Marmorstein, H., Grewal, D., & Fishe, R. P. H. (1992). The value of time spent in price-comparison shopping: Survey and experimental evidence. Journal of Consumer Research, 19(1), 52-61.
  • Price, L. L., Feick, L. F., & Guskey, A. (1988). Couponıng behaviors of the market maven: profile of a super couponer. Advances in Consumer Research, 15, 354-359.
  • Rhee, H., & Bell, D. R. (2002). The inter-store mobility of supermarket shoppers. Journal of Retailing, 78, 225-237.
  • Stigler, G. J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225.
  • Talukdar, D., Dinesh K., & Grewal, D. (2010). An empirical analysis of the extreme cherry picking behavior of consumers in the frequently purchased goods market. Journal of Retailing, 86(4), 336-354.
  • Urbany, J. E. (1986). An experimental examination of the economics of information. Journal of Consumer Research, 13(2), 257-271.
  • Urbany, J. E., Dickson, P. R., & Kalapurakal, R. (1996). Price search in the grocery market, Journal of Marketing, 60(2), 91-104.
  • Urbany, J. E., Dickson, P. R., & Sawyer, A. G. (2000). Insights into cross- and within-storeprice search, retailerestimatesvs. consumerself-reports. Journal of Retailing, 76(2), 243-258
  • Webster, F. E. (1965). The deal-prone consumer. Journal of Marketing Research, 2(2), 186-189

Investigation of Low Price Search in Grocery Shopping According to Demographic Characteristics

Yıl 2021, Cilt: 4 Sayı: 2, 169 - 194, 27.10.2021
https://doi.org/10.38057/bifd.984566

Öz

Studies on price search behavior reveal that consumers search for price reductions according to the economic and psychological benefits they will obtain. “The economics of information” theory suggests that consumers make decisions based on the benefit-cost balance. However, contrary to this theory, there are also studies showing that individual development (market knowledge, research investment), psychological benefits (market mavens) and price difference perception better explain consumers' discounted price research than the economic benefit-cost approach. In this context, the study examined these factors that are effective in explaining the discount price search of consumers and examined whether they differ in terms of demographic characteristics. As a result of the study, it was determined that the factors affecting price research behavior differ according to the age and family size. In other words, it was determined that the scale averages increased as age and family size increased. For this reason, it can be said that the price search tendencies have also increased. Based on this, it can be estimated that it would be more beneficial to arrange discount for the product groups that will be consumed by crowded and middle-aged consumer groups, rather than young people living alone since their price search tendency is low.

Kaynakça

  • Berne, C., Mugica, J. M., Pedraja, M., & Rivera, P. (2001). Factors involved in price information-seeking behaviour. Journal of Retailing and Consumer Services, 8, 71-84
  • Blattberg, R., Buesing, T., & Peacock, P. (1978). Identifying the deal prone segment. Journal of Marketing Research, 15(3), 369-377
  • Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16
  • Cant, M. C., & Sheers, L. V. (2012). Identifying the correlation between the gender and knowledge of the South African consumer in the selection of grocery products. International Peer Reviewed Journal, 2, 23-36
  • Carlson, J. A., & Gieseke, R. J. (1983). Price search in a product market. Journal of Consumer Research, 9(4), 357-365
  • Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83-97.
  • Gauri, D. K. (2007). Retail promotions: consumers’ effectiveness in availing them and retailers’ success in using them. [Yayınlanmamış doktora tezi] State University of New York at Buffalo.
  • Goldman, A., & Johansson J. K. (1978). Determinants for search of lower prices: An empirical assessment of the economics of information. Journal of Consumer Research, 5(3), 176-186
  • Grewal, D., & Marmorstein, H. (1994). Market price variation, perceived price variation, and consumers' price search decisions for durable goods. Journal of Consumer Research, 21(3), 453-460.
  • Magi, A. W., & Julander, C.-R. (2005). Consumers store-level price knowledge: Why are some consumers more knowledgeable than others?. Journal of Retailing, 81(4), 319-329
  • Malhotra, N. (2004). Marketing research an applied orientation, (2. Bs.), Prentice Hall, Upper Saddle River.
  • Marmorstein, H., Grewal, D., & Fishe, R. P. H. (1992). The value of time spent in price-comparison shopping: Survey and experimental evidence. Journal of Consumer Research, 19(1), 52-61.
  • Price, L. L., Feick, L. F., & Guskey, A. (1988). Couponıng behaviors of the market maven: profile of a super couponer. Advances in Consumer Research, 15, 354-359.
  • Rhee, H., & Bell, D. R. (2002). The inter-store mobility of supermarket shoppers. Journal of Retailing, 78, 225-237.
  • Stigler, G. J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225.
  • Talukdar, D., Dinesh K., & Grewal, D. (2010). An empirical analysis of the extreme cherry picking behavior of consumers in the frequently purchased goods market. Journal of Retailing, 86(4), 336-354.
  • Urbany, J. E. (1986). An experimental examination of the economics of information. Journal of Consumer Research, 13(2), 257-271.
  • Urbany, J. E., Dickson, P. R., & Kalapurakal, R. (1996). Price search in the grocery market, Journal of Marketing, 60(2), 91-104.
  • Urbany, J. E., Dickson, P. R., & Sawyer, A. G. (2000). Insights into cross- and within-storeprice search, retailerestimatesvs. consumerself-reports. Journal of Retailing, 76(2), 243-258
  • Webster, F. E. (1965). The deal-prone consumer. Journal of Marketing Research, 2(2), 186-189
Toplam 20 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Mehmet Zahid Ecevit 0000-0003-2388-3355

Yayımlanma Tarihi 27 Ekim 2021
Kabul Tarihi 20 Eylül 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 4 Sayı: 2

Kaynak Göster

APA Ecevit, M. Z. (2021). Market Alışverişlerinde Düşük Fiyat Araştırmasının Demografik Özelliklere Göre İncelenmesi. Bucak İşletme Fakültesi Dergisi, 4(2), 169-194. https://doi.org/10.38057/bifd.984566