İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?

Timuçin Dalgıç; Tayfun Şaan; Muhammet Ali Tiltay

doi:10.17541/optimum.1326396

TR EN

İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?

Öz

Bu çalışmada pandemi bağlamında kriz dönemlerinde yenilikçi bir fiyatlandırma stratejisi olan “istediğini öde (pay-what-you-want)” stratejisinin uygulanabilirliği tartışılmaktadır. Tüketici eğilimleri dikkate alındığında kriz dönemlerinde tüketicilerin ekonomik açıdan her durumda rasyonel davranmadıkları görülmektedir. İstediğini öde stratejisi tüketicinin sosyal etkileşimlere tabi olduğunu ve her koşulda kârını maksimize etmeyeceğini varsayarak hiçbir şey ödememe seçeneği dahil olmak üzere fiyat kontrolünü tüketiciye devretmektedir. Bunun yanı sıra kriz dönemlerinde, yenilikçi stratejiler uygulamak, farklı deneyimler yaratmak ve uzun vadeli düşünebilmenin ön plana çıkması istediğini öde stratejisinin uygulanabilirliğini desteklemektedir. Buna göre istediğini öde stratejisinin nasıl ve hangi koşullarda uygulanabileceği, pandemi bağlamında kriz dönemlerinde oluşan tüketici eğilimleri dikkate alınarak stratejinin temel teorik dayanakları çerçevesinde tartışılmıştır. Tartışma sonucunda istediğini öde stratejisinin mevcut koşullara ve uygulama şekillerine göre ekonomik kriz dönemlerinde uygulanabileceği ve şirketin hem kısa vadeli performansına etki edebileceği hem de uzun vadede marka bileşenlerini güçlendirme gibi avantajlar sağlayabileceği ortaya konulmuştur.

Anahtar Kelimeler

Pay-what-you-want, kriz, COVID-19 pandemisi, fiyatlandırma, tüketici eğilimleri

Can Pay-What-You-Want Be an Alternative Pricing Strategy in Crisis Periods?

Öz

Pay what you want (pwyw) strategy transfers price control to the consumer, including the option of paying nothing, assuming that the consumer is subject to social interactions and will not always maximize their profit. The literature associated with crisis periods demonstrates that consumers do not always behave rationally from an economic perspective. In addition, during crisis periods, implementing innovative strategies, creating different experiences, and emphasizing the ability to think long-term also support the viability of the pwyw strategy. Therefore, the implementation of the pwyw strategy and the conditions under which it can be applied discussed within the framework of its fundamental theoretical foundations, considering consumer tendencies that emerge during crisis periods, especially in the context of the pandemic. As a result, it is concluded that the pwyw strategy can be implemented during economic crisis periods, considering the current conditions and implementation approaches. It is also evident that this strategy can have advantages for companies, such as influencing short-term performance and strengthening brand components in the long run.

Anahtar Kelimeler

Pay-what-you-want, crisis, COVID-19 pandemic, pricing, consumer tendencies

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Politika ve Yönetim (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Timuçin Dalgıç ^*
0000-0001-5629-9185
Türkiye

Tayfun Şaan
0000-0002-8176-3610
Türkiye

Muhammet Ali Tiltay
0000-0001-7877-8523
Türkiye

Yayımlanma Tarihi

8 Ocak 2024

Gönderilme Tarihi

13 Temmuz 2023

Kabul Tarihi

31 Temmuz 2023

Yayımlandığı Sayı

Yıl 2024 Cilt: 11 Sayı: 1

DOI

https://doi.org/10.17541/optimum.1326396

IZ

https://izlik.org/JA39NX88WM

APA

Dalgıç, T., Şaan, T., & Tiltay, M. A. (2024). İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi? Optimum Ekonomi ve Yönetim Bilimleri Dergisi, 11(1), 32-55. https://doi.org/10.17541/optimum.1326396

AMA

1.Dalgıç T, Şaan T, Tiltay MA. İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi? OEYBD. 2024;11(1):32-55. doi:10.17541/optimum.1326396

Chicago

Dalgıç, Timuçin, Tayfun Şaan, ve Muhammet Ali Tiltay. 2024. “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11 (1): 32-55. https://doi.org/10.17541/optimum.1326396.

EndNote

Dalgıç T, Şaan T, Tiltay MA (01 Ocak 2024) İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi? Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11 1 32–55.

IEEE

[1]T. Dalgıç, T. Şaan, ve M. A. Tiltay, “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?”, OEYBD, c. 11, sy 1, ss. 32–55, Oca. 2024, doi: 10.17541/optimum.1326396.

ISNAD

Dalgıç, Timuçin - Şaan, Tayfun - Tiltay, Muhammet Ali. “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11/1 (01 Ocak 2024): 32-55. https://doi.org/10.17541/optimum.1326396.

JAMA

1.Dalgıç T, Şaan T, Tiltay MA. İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi? OEYBD. 2024;11:32–55.

MLA

Dalgıç, Timuçin, vd. “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, c. 11, sy 1, Ocak 2024, ss. 32-55, doi:10.17541/optimum.1326396.

Vancouver

1.Timuçin Dalgıç, Tayfun Şaan, Muhammet Ali Tiltay. İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi? OEYBD. 01 Ocak 2024;11(1):32-55. doi:10.17541/optimum.1326396

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İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?

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