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

Yıl 2018, Cilt: 2 Sayı: 4, 145 - 163, 20.12.2018

Murat Akyıldız , Emine Çetin , Figen Kılıç

https://doi.org/10.31006/gipad.468930

Cited By: 1

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

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