PROMOSYONEL ÜRÜNLERDE YEM ETKİSİ: TÜKETİCİ KARAR ALIM TARZLARI TEMELİNDE BİR DEĞERLENDİRME

Yıl 2019, Cilt: 2 Sayı: 2, 69 - 87, 15.04.2019

Dilaysu Çınar

Öz

Bu çalışmanın amacı, firmaların
tüketicilere yönelik olarak uyguladığı promosyonlu ürünlerin, tüketiciler
üzerinde yem etkisi oluşturup oluşturmadığını tespit etmek ve tüketici karar
alım tarzlarının yem olarak sunulan promosyonlu ürünün seçilmesi durumu
üzerinde anlamlı bir etkiye sahip olup olmadığını ortaya koymaktır. Birincil
amaç doğrultusunda Latin Kare Deneysel Serim yöntemi tercih edilmiş; ikincil
amaç doğrultusunda ise yüz yüze görüşme eşliğinde anket yöntemi uygulanmıştır.
Latin Kare Deneysel Serim Yöntemi sonuçlarına göre; promosyonlu ürünün
tüketicinin ürün seçimi üzerinde yem etkisi yarattığı gözlemlenmiştir. Ek
olarak; marka bilinçli, rekreasyonel ve dürtüsel karar alım tarzına sahip olan
bireylerin yem olarak sunulan promosyonlu ürünün seçilmesi üzerinde
istatistiksel olarak anlamlı bir etkide bulunduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Yem Etkisi, Tüketici Karar Alım Tarzları, Pazarlama İletişimi, Tüketici Davranışı

Kaynakça

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