ÜCRETSİZ ÖRNEKLER: KAVRAMSAL BİR ÇERÇEVE

Yıl 2008, Cilt: 8 Sayı: 29, 95 - 101, 10.01.2008

Serdar Sayman

https://doi.org/10.14783/maruoneri.680655

Öz

Ücretsiz örnekler pazarlamacıların yaygın olarak kullandığı satış promosyonu tekniklerindendir. Bu çalışmada amaç, örneklerin alıcı üzerindeki etkilerine dair bir kavramsal çerçeve çizmektir. Bu etkiler altı başlık altında İncelenmektedir: (i) Örnekler üriine dair bilgi taşır ve farkındalık yaratabilir, (ii) Örnek ürün almak kişide sahiplenme etkisine neden olabilir, (iii) Örnek, ürünün kendisine dair merak ve beklenti oluşturabilir, (iv) Örneğin ücretsiz olması nedeniyle alıcıda ürüne dair değer-iııdirgeme oluşabilir, (v) Örnek bir çeşit hediye olduğu için alıcıda olumlu bir duygu durumu yaratabilir, (vi) Hediye almış ohııak karşılıklılık hissine yol açabilir. Bu etkilere bağlı olarak alıcının inanış, tutum, niyet ve (satın alma) davranışı değişecektir. Bu çalışmanın literatüre iki temel katkısı vardır: Birincisi, çalışma, ücretsiz örneklerin etkilerine dair kavramsal bir çerçeve çizerek bu promosyonun daha iyi anlaşılmasına yardımcı olmaktadır; İkincisi, ücretsiz örnekler bağlamında daha önce sahiplenme ve merak etkileri tartışılmamıştır.

Anahtar Kelimeler

Ücretsiz Örnek, Örnek Ürün, Satış Promosyonu

Kaynakça

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