THE IMPACT OF PERCEIVED PRICE FAIRNESS AND CONSUMER ETHNOCENTRISM ON CONUMERS’ PURCHASE INTENTIONS: AN EXPLORATORY ASSESSMENT

Yıl 2010, Cilt: 19 Sayı: 3, 131 - 147, 01.09.2010

Doç.dr.mehmet İsmail Yağcı

Öz

This research has been conducted to explore the effects of consumer ethnocentrism and fairness perceptions of consumers on behavioral intentions of consumers when faced with price increases made by foreign or local firms with low and high market shares This study also tried to analyze whether consumers suspect the motives behind price increases of the firms These research objectives have not been examined in Turkish marketing society extensively The dual entitlement principle attribution theory and consumer ethnocentrism concepts have been used in the conceptual framework of the study Subjects were exposed to one of the four different fictional scenarios before responding to the questions and statements in the questionnaire The findings revealed that consumer ethnocentrism had a significant effect on purchase intention for high market share foreign firm while perceived fairness had significant effect for high and low market shareTurkish firms and low market share foreign firm It was also seen that “profit” was evaluated as the major motive for raising prices and consistent with the DE principle subjects responded negatively to “fairness of price increase due to extraction of higher profits” for all firms On the other hand price increases due to “rising costs” or “quality improvement” were assessed to be fair

Anahtar Kelimeler

The Dual Entitlement Principle, Attribution Theory, Consumer Ethnocentrism, perceived fairness, pricing

THE IMPACT OF PERCEIVED PRICE FAIRNESS AND CONSUMER ETHNOCENTRISM ON CONUMERS’ PURCHASE INTENTIONS: AN EXPLORATORY ASSESSMENT

Öz

Bu araştırma, tüketici etnosentrizmi ve adalet algısının düşük veya yüksek pazar
payına sahip yabancı veya yerli firmalar tarafından yapılan fiyat artışlarıyla karşılaşan
tüketicilerin davranışsal niyetleri üzerindeki etkilerini ortaya koymak için yapılmıştır.
Bu çalışma ayrıca tüketicilerin firmaların yaptığı fiyat artışlarının gerekçelerini
şüpheyle karşılayıp karşılamadıklarını da tetkik etmektedir. Bu araştırma amaçları Türk
pazarlama topluluğu içerisinde yaygın bir biçimde incelenmemiştir.
Çift-taraflı haklılık ilkesi, yükleme teorisi ve tüketici etnosentrizmi kavramı
çalışmanın kavramsal çerçevesi içerisinde kullanılmıştır. Denekler anket formunda yer
alan soru ve ifadeleri yanıtlamadan önce dört farklı kurgusal senaryodan birine maruz
bırakılmışlardır. Bulgular, tüketici etnosentrizminin satın alma niyeti üzerinde yüksek
pazar payına sahip yabancı firma durumunda, adalet algısının ise yüksek ve düşük pazar payına sahip Türk firmaları ve düşük pazar payına sahip yabancı firma durumunda
etkisi olduğunu ortaya koymuştur.
Ayrıca, “kar” güdüsünün fiyat artışının temel gerekçesi olduğu ve çift-taraflı
haklılık ilkesi ile tutarlı bir biçimde deneklerin tüm firmalar için kar amacı güderek
yapılan fiyat artışını olumsuz olarak değerlendirdiği görülmüştür. Buna karşılık,
“maliyet artışı” veya “kalite geliştirme” gerekçesiyle yapılan fiyat artırımı adil olarak
değerlendirilmiştir.

Anahtar Kelimeler

xx

Kaynakça

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