Tüketicilerin Gri Pazar Ürün Tercihleri Üzerine Bir Araştırma

Yıl 2018, Cilt: 20 Sayı: 34, 1 - 8, 29.06.2018

Hasan Hüseyin Ceylan , Bekir Köse

Öz

Bir ürünün yetkili dağıtım kanalı dışında satışını ifade eden gri pazarlara ilişkin akademik ilgi giderek artmaktadır. Literatürde gri pazarlara ilişkin üretici
ve dağıtım kanalı odaklı pek çok çalışmaya rastlanırken tüketici perspektifli çalışmaların sayısı oldukça sınırlıdır. Bu nedenle konunun tüketici perspektifinden
de incelenmesi, gri pazar dinamiklerinin bütüncül bir bakışla değerlendirilebilmesine yardımcı olacaktır.
Bu çalışmada tüketicilerin gri pazarlara dönük bakış ve değerlendirmelerinin incelenmesi amaçlanmıştır. Bu amaçla belirlenen cep telefonu özellik ve
düzeylerinin kombinasyonu ile oluşturulan hipotetik ürün profillerine ilişkin tüketici değerlendirmeleri konjoint analizi ile test edilmiştir. Araştırma
bulgularına göre tüketiciler ürün tercihlerinde en fazla garanti kaynağı ve satış ortamına önem vermekte, fiyat ve garanti süresi daha sonra gelmektedir. Ayrıca
distribütör garantisi, ithalatçı firma garantisine göre daha yüksek fayda değerine sahip bulunmuştur. 

Anahtar Kelimeler

Gri Pazarlar, Paralel İthalat, Garanti

Kaynakça

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