Although there are many factors affecting the buying behavior of the consumer, one of the most important ones is price which is one of the elements of marketing mix. Therefore, the prices of the products or services that consumers intend to purchase and how they perceive these prices; it has a serious impact on purchasing behavior. Knowing how the consumer perceives the price and how the buying intention in the direction of this process shows or changes will give marketers an advantage in many ways. The aim of this study is to determine the effect of consumer's perception of price on the purchase intention and the direction of this effect in discount markets due to the lack of studies on the subject in our country and the lack of a study on discount markets that can be considered as the locomotive of the retail sector. In this context, three different discount markets were considered and 400 consumers were surveyed.
Yayımlanma Tarihi : 29 Ekim 2019
|APA||Leblebi̇ci̇oğlu, B , Bi̇lgen, İ . (2019). Tüketicilerin Fiyat Algılamalarının İndirim Marketlerinden Satın Alma Niyetleri Üzerindeki Etkisi . İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi , 6 () , 141-154 . DOI: 10.17336/igusbd.609121|