Nine-ending Pricing in Retail Sector: From the Customer’s Point of View, Is It a Meaningful Discount or Deception?

Öz

Fractional pricing policy has been implemented by the retailers in many countries of the world since the beginning of the 20 th century. The basic assumption of that pricing policy is the idea to increase the sales by changing consumer perception. Nine-ending pricing is one of the extreme implementations of the fractional pricing. The aim of this paper is to determine how the nine ending pricing policies, whose effects on sales are controversial and differ from country to country, affect the consumers who live in Turkey. For this purpose, the data collected from 792 subjects through a questionnaire were analyzed by using chi-square and Kruskal Wallis statistical techniques. The results indicate the fact that nine ending or round prices don’t change consumers’ purchase preference and further to that they have negative attitudes against nine-ending pricing.

Anahtar Kelimeler

• Nine ending pricing,fractional pricing,charming pricing

Perakendecilik Sektöründe Dokuz Sonlu Fiyatlandırma: Tüketicilerin Bakış Açısıyla, Anlamlı Bir İndirim mi Yoksa Aldatmaca mı?

Öz

Küsuratlı fiyatlandırma politikaları 20.yy. başlarından itibaren dünyanın pek çok ülkesindeki perakendeciler tarafından uygulanmaktadır. Bu fiyatlandırma politikasının altında yatan temel varsayım tüketicilerin algısını değiştirerek satışları artırma düşüncesidir. Dokuz sonlu fiyatlandırma küsuratlı fiyatlandırmanın uç uygulamalarından biridir. Bu araştırmanın amacı, etkilerinin ülkeden ülkeye farklılık gösterdiği ve sonuçları itibarıyla tartışmalı olan dokuz sonlu fiyatlandırma politikalarının Türkiye’de yaşayan tüketiciler üzerinde nasıl bir etki yarattığını ve tüketicilerin tutumlarının ne olduğunu belirlemektir. Bu amaçla anket yöntemiyle 792 kişiden toplanan veriler ki kare ve Kruskal Wallis testleriyle analiz edilmiştir.  Sonuçlar, fiyatların dokuz sonlu veya yuvarlak olmasının tüketicilerin satın alma tercihlerini değiştirmediğini ve dokuz sonlu fiyatlara karşı olumsuz tutuma sahip olduklarını göstermektedir.

Anahtar Kelimeler

• Dokuz sonlu fiyatlandırma,küsuratlı fiyatlandırma,cezbedici fiyatlandırma

Kaynakça

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