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SATIŞ NOKTASI TUTUNDURMA ARAÇLARININ TÜKETİCİLERİN KOLAYDA MAL SATIN ALMA DAVRANIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2008, Cilt: 7 Sayı: 24, 110 - 134, 01.07.2008

Ahmet Mutlu Akyüz

Öz

-

Anahtar Kelimeler

-

Kaynakça

  • BANKS, J. ve MOOTHY, S. (1999), “A model of price promotions”, International Journal of Industrial Organization, Vol. 17, ss.371-98.
  • BANKS, P. (2003), “Store was set to rage on”, Ireland marketing Monthly, Vol. 14 No. 8.
  • BARAT, S. ve PASWAN, A.K. (2005), “Do higher face-value coupons cost more than they are worth in increased sales?”, Journal of Product & Brand Management, Vol. 14 No.6, ss.379-386.
  • BAWA, K. ve SHOEMAKER, R. W. (1987), “The coupon-prone consumer: some findings based on purchase behavior across product classes”, Journal of Marketing, Vol. 51 No.4, pp. 99-110.
  • BAWA, K. ve SHOEMAKER, R. W. (1989), “Analyzing incremental sales from a direct mail coupon promotion”, Journal of Marketing, Vol. 53 No. 3, ss.66-76.
  • BLATTBERG, R. C. Ve NESLIN, S. A. (1990), Sales Promotion: Concepts, Methods, and Strategies, Prentice Hall, Englewood Cliffs, NJ.
  • BROWN, C. K. (2002), “CPGs change coupon media mix and purchase requirements: strategy results in less products moved by coupons at the retail level”, NCH Marketing Services, www.nchmarketing.com
  • COUPON COUNCIL (2003), www.couponmonth.com
  • DIAMOND, W. D. (1992), “Just what is a dolar worth? Consumer reactions to price discounts vs extra product promotions”, Journal of Retailing, Vol. 68 No. 3, ss. 254-70.
  • FORECAST, (1998), Vol. 18 No.2 s.7
  • GILBERT, D. C. ve JACKARIA, N. (2002), “The efficacy of sales promotions in UK supermarkets: a consumer view”, International Journal of Retail & Distribution Management, Vol. 30 No. 6, ss. 315-22.
  • GREEN, C. L. (1996), “Ethnic response to couponing: a motivational perspective”, Journal of Consumer Marketing, Vol. 13 No. 2, ss. 14-25.
  • HARMON, S. K. ve HILL, C. J. (2003), “Gender and coupon use”, Journal of Product & Brand Management, Vol. 12 No. 3, ss. 166-179.
  • HUFF, L. C. ve ALDEN, D. L. (1998), “An İnvestigation of consumer response to salespromotions in developing markets: a three country analysis”, Journal of Advertising Research, Vol. 38 No. 3, ss. 47-56.
  • İSLAMOĞLU, A. H. (2003), Tüketici davranışları, Beta Basım Yayım Dağıtım A. Ş., İstanbul.
  • KARDES, F. R. (1999), Consumer Behavior: Managerial Decision Making, Addison Wesley Longman, New York.
  • KOPALLE, P. K. ve MELA, C. F. (1999),”The dynamic effect of discounting of sales: empirical analysis and normative pricing implications”, Marketing Science, Vol. 18 NO. 3, ss. 317-32.
  • KOTLER, P. (2000), Marketing Management, Prentice-Hall International, London
  • RISHNA, A. ve ZHANG Z. J. (1999), “Short- or long- duration coupons: the effect of the expiration date on the profitability of coupon promotions”, Management Science, Vol. 45, ss. 141-57.
  • LEE, C. W. (2002), “Sales promotions as as strategic communication: the case of Singapore”, Journal of Product & Brand Management, Vol. 11 No. 2, ss.103-14.
  • LEONE, R. P. ve SRINIVASAN, S. S. (1996), “Face value: its impact on coupon redemption , brand sales, and profitabilitity”, Journal of Retailing, Vol.72 No. 3, ss.273-89.
  • MARTINEZ-RUIZ, M. P. ve diğerleri (2006), “Evaluating temporary retail price discounts using semiparametric regression”, Journal of Product & Brand Management, Vol. 15 No. 1, ss.73-80.
  • MUCUK, İ. (2001), Pazarlama İlkeleri ve Örnek Olaylar, 13. Baskı, Türkmen Kİtabevi, İstanbul.
  • MUNGER, J. L. ve GREWAL, D. (2001), “The effects of alternative price promotional methods on consumers’ product evaluations and purchase intentions”, Journal of Product & Brand Management, Vol. 10 No. 3, ss. 185-97.
  • NDUBISI, N. O. ve MOI, C. T. (2005), “Customers behaviourial responses to sales promotion: the role of fear of losing face”, Asia pasific Journal of Marketing and Logistics, Vol. 17 No. 1, ss. 32-49.
  • NDUBISI, N. O. ve MOI, C. T. (2006), “Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement products”, Management Research News, Vol.29 No.1/2, ss. 28-40.
  • PETER, J. P. ve OLSON, J. C. (1996), Consumer Behavior and Marketing Strategy, 4th ed.,Invın, New York, NY.
  • SHIMP, T. A. (2003), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 6th ed., Thomson South-Western, Boston, MA.
  • SMITH, M. ve SINHA, I. (2000), “The impact of price and wxtra product promotions on store preference”, International Journal of Retail & Distribution Management, Vol 28 No. 2/3, ss. 83-92.
  • TAŞKIN, E. (2003), Satış Teknikleri Eğitimi, Papatya Yayıncılık, İstanbul.
  • VALASSIS COMMUNICATIONS, “Valassis reports on coupon category trends”, Direct Marketing, Vol. 63 No. 2, s.2.
  • WAYNE, M. (2002), “Hitting your target with direct mail coupons”, Marketing Magazine, Vol. 107 No. 22, ss. 19-1/2.
  • http://en.wikipedia.org/wiki/Coupon, 05.03.2007
  • http://www.cep-store.com, 05.03.2007
  • http://www.tuik.gov.tr/VeriBilgi.do

SATIŞ NOKTASI TUTUNDURMA ARAÇLARININ TÜKETİCİLERİN KOLAYDA MAL SATIN ALMA DAVRANIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2008, Cilt: 7 Sayı: 24, 110 - 134, 01.07.2008

Ahmet Mutlu Akyüz

Öz

Çalışmanın amacı, indirim kuponu, fiyat indirimi, örnek numune, bir alana bir bedava uygulamaları ve tanzim teşhir uygulamaları şeklindeki satış noktası tutundurma araçlarının Doğu Karadeniz Bölgesindeki tüketicilerin kolayda malları satın alma davranışları üzerindeki etkisini ölçmektir. Çalışmada ayrıca satış noktası tutundurma araçlarının tüketicilerin satın alma davranışlarına etkilerinin demografik faktörlere bağlı olarak olası anlamlı farklılıklar gösterip göstermediği incelenmiştir. Oluşturulan anket Doğu Karadeniz Bölgesindeki toplam 404 tüketici üzerinde uygulanmıştır. Sonuç olarak araştırma, indirim kuponu, fiyat indirimi, örnek numune ve bir alana bir bedava şeklindeki satış tutundurma uygulamalarının kolayda malları satın alma davranışıyla ilişkili olduğunu gösterirken, tanzim teşhir uygulamalarının bunun üzerinde anlamlı bir etkisinin olmadığı anlaşılmıştır. Araştırma sadece kolayda mallar ile sınırlandırılmıştır. İleriki araştırmalarda onların da araştırılması amaçlanmaktadır

Anahtar Kelimeler

Tutundurma Araçları Tüketici Davranışı Kolayda Mallar İndirim Kuponu Fiyat

Kaynakça

  • BANKS, J. ve MOOTHY, S. (1999), “A model of price promotions”, International Journal of Industrial Organization, Vol. 17, ss.371-98.
  • BANKS, P. (2003), “Store was set to rage on”, Ireland marketing Monthly, Vol. 14 No. 8.
  • BARAT, S. ve PASWAN, A.K. (2005), “Do higher face-value coupons cost more than they are worth in increased sales?”, Journal of Product & Brand Management, Vol. 14 No.6, ss.379-386.
  • BAWA, K. ve SHOEMAKER, R. W. (1987), “The coupon-prone consumer: some findings based on purchase behavior across product classes”, Journal of Marketing, Vol. 51 No.4, pp. 99-110.
  • BAWA, K. ve SHOEMAKER, R. W. (1989), “Analyzing incremental sales from a direct mail coupon promotion”, Journal of Marketing, Vol. 53 No. 3, ss.66-76.
  • BLATTBERG, R. C. Ve NESLIN, S. A. (1990), Sales Promotion: Concepts, Methods, and Strategies, Prentice Hall, Englewood Cliffs, NJ.
  • BROWN, C. K. (2002), “CPGs change coupon media mix and purchase requirements: strategy results in less products moved by coupons at the retail level”, NCH Marketing Services, www.nchmarketing.com
  • COUPON COUNCIL (2003), www.couponmonth.com
  • DIAMOND, W. D. (1992), “Just what is a dolar worth? Consumer reactions to price discounts vs extra product promotions”, Journal of Retailing, Vol. 68 No. 3, ss. 254-70.
  • FORECAST, (1998), Vol. 18 No.2 s.7
  • GILBERT, D. C. ve JACKARIA, N. (2002), “The efficacy of sales promotions in UK supermarkets: a consumer view”, International Journal of Retail & Distribution Management, Vol. 30 No. 6, ss. 315-22.
  • GREEN, C. L. (1996), “Ethnic response to couponing: a motivational perspective”, Journal of Consumer Marketing, Vol. 13 No. 2, ss. 14-25.
  • HARMON, S. K. ve HILL, C. J. (2003), “Gender and coupon use”, Journal of Product & Brand Management, Vol. 12 No. 3, ss. 166-179.
  • HUFF, L. C. ve ALDEN, D. L. (1998), “An İnvestigation of consumer response to salespromotions in developing markets: a three country analysis”, Journal of Advertising Research, Vol. 38 No. 3, ss. 47-56.
  • İSLAMOĞLU, A. H. (2003), Tüketici davranışları, Beta Basım Yayım Dağıtım A. Ş., İstanbul.
  • KARDES, F. R. (1999), Consumer Behavior: Managerial Decision Making, Addison Wesley Longman, New York.
  • KOPALLE, P. K. ve MELA, C. F. (1999),”The dynamic effect of discounting of sales: empirical analysis and normative pricing implications”, Marketing Science, Vol. 18 NO. 3, ss. 317-32.
  • KOTLER, P. (2000), Marketing Management, Prentice-Hall International, London
  • RISHNA, A. ve ZHANG Z. J. (1999), “Short- or long- duration coupons: the effect of the expiration date on the profitability of coupon promotions”, Management Science, Vol. 45, ss. 141-57.
  • LEE, C. W. (2002), “Sales promotions as as strategic communication: the case of Singapore”, Journal of Product & Brand Management, Vol. 11 No. 2, ss.103-14.
  • LEONE, R. P. ve SRINIVASAN, S. S. (1996), “Face value: its impact on coupon redemption , brand sales, and profitabilitity”, Journal of Retailing, Vol.72 No. 3, ss.273-89.
  • MARTINEZ-RUIZ, M. P. ve diğerleri (2006), “Evaluating temporary retail price discounts using semiparametric regression”, Journal of Product & Brand Management, Vol. 15 No. 1, ss.73-80.
  • MUCUK, İ. (2001), Pazarlama İlkeleri ve Örnek Olaylar, 13. Baskı, Türkmen Kİtabevi, İstanbul.
  • MUNGER, J. L. ve GREWAL, D. (2001), “The effects of alternative price promotional methods on consumers’ product evaluations and purchase intentions”, Journal of Product & Brand Management, Vol. 10 No. 3, ss. 185-97.
  • NDUBISI, N. O. ve MOI, C. T. (2005), “Customers behaviourial responses to sales promotion: the role of fear of losing face”, Asia pasific Journal of Marketing and Logistics, Vol. 17 No. 1, ss. 32-49.
  • NDUBISI, N. O. ve MOI, C. T. (2006), “Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement products”, Management Research News, Vol.29 No.1/2, ss. 28-40.
  • PETER, J. P. ve OLSON, J. C. (1996), Consumer Behavior and Marketing Strategy, 4th ed.,Invın, New York, NY.
  • SHIMP, T. A. (2003), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 6th ed., Thomson South-Western, Boston, MA.
  • SMITH, M. ve SINHA, I. (2000), “The impact of price and wxtra product promotions on store preference”, International Journal of Retail & Distribution Management, Vol 28 No. 2/3, ss. 83-92.
  • TAŞKIN, E. (2003), Satış Teknikleri Eğitimi, Papatya Yayıncılık, İstanbul.
  • VALASSIS COMMUNICATIONS, “Valassis reports on coupon category trends”, Direct Marketing, Vol. 63 No. 2, s.2.
  • WAYNE, M. (2002), “Hitting your target with direct mail coupons”, Marketing Magazine, Vol. 107 No. 22, ss. 19-1/2.
  • http://en.wikipedia.org/wiki/Coupon, 05.03.2007
  • http://www.cep-store.com, 05.03.2007
  • http://www.tuik.gov.tr/VeriBilgi.do
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ahmet Mutlu Akyüz Bu kişi benim

Yayımlanma Tarihi 1 Temmuz 2008
Gönderilme Tarihi 10 Eylül 2014
Yayımlandığı Sayı Yıl 2008 Cilt: 7 Sayı: 24

Kaynak Göster

APA Akyüz, A. M. (2008). SATIŞ NOKTASI TUTUNDURMA ARAÇLARININ TÜKETİCİLERİN KOLAYDA MAL SATIN ALMA DAVRANIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Elektronik Sosyal Bilimler Dergisi, 7(24), 110-134.

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