ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ

Yıl 2019, Cilt: 20 Sayı: 2, 375 - 401, 15.12.2019

Kalender Özcan Atılgan , Muharrem Küçüktalaslıo

https://doi.org/10.24889/ifede.628972

Cited By: 2

Öz

Bu
çalışma, ürün satışlarında uygulanan kıtlık mesajı türlerinin ve referans
fiyatın tüketici rekabeti, algılanan işlem değeri, algılanan kalite, fiyat
bilinci ve satın alma istekliliği bağlamlarındaki etkilerini Türkiye ve
Polonya’daki katılımcılar üzerinde ampirik olarak incelemektedir. Bu amaçla,
dışsal referans fiyatın ve kıtlık mesajı türlerinin toplam 848 üniversite
öğrencisi üzerinde 2X4 MANCOVA tasarımında manipüle edildiği deneysel tasarım
uygulanmıştır. Araştırma sonuçlarına göre, örneklem grupları arasında
tüketiciler arası rekabet, algılanan işlem değeri ve satın alma istekliliği
bağlamlarında anlamlı farklılıklar olduğu tespit edilmiştir.

Anahtar Kelimeler

Kıtlık mesajları, Kıtlık türleri, referans fiyat, satın alma istekliliği

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