The Effect of Speed of Price Increase on Price Perception, Panic Buying, Stockpiling Intention, and Waiting for a Lower Price of Consumers

Öz

Although a large body of research is available on price discounts in marketing literature, limited studies have been conducted to explore the effect of price increases. There is a need for studies on the effect of the speed of price increase on consumer behavior. This study aims to examine the effect of the speed of the price increase on price perception, panic buying behavior, stockpiling intentions, and waiting for a lower price. In this direction, two scenarios containing product images with different speed of price increases were prepared and the scenarios were shown to two different groups of participants consisting of 204 consumers, and questionnaires were applied to measure the research variables. The results of the analysis applied to the data obtained in the study indicated that there were statistically significant differences between the groups examined in terms of low-price expectation, stocking intention, and price perception. In the end, the practical implications for both practitioners concerned with pricing and for marketing scholars have been given.

Anahtar Kelimeler

• price increase
• price perception
• panic buying behavior
• stockpiling intention
• waiting for a lower price

Fiyat Artış Hızının Tüketicilerin Fiyat Algısı, Panik Satın Alma, Stoklama Niyeti ve Düşük Fiyat Bekleme Üzerine Etkisi

Öz

Pazarlama literatüründe fiyat indirimleri üzerine çok sayıda araştırma olmasına rağmen, fiyat artışlarının etkisini araştırmak için sınırlı sayıda çalışma yapılmıştır. Özellikle fiyat artış hızının tüketici davranışları üzerindeki etkisine yönelik çalışmalara ihtiyaç duyulmaktadır. Bu çalışma, fiyat artış hızının, fiyat algısı, panik satın alma davranışı, stoklama niyeti ve düşük fiyat bekleme üzerindeki etkisini incelemeyi amaçlamaktadır. Bu doğrultuda, farklı fiyat artış hızlarına sahip ürün görsellerini içeren iki senaryo 204 tüketiciden oluşan iki farklı katılımcı grubuna gösterilmiş ve araştırma değişkenlerini ölçmek amacıyla anketler uygulanmıştır. Araştırmada elde edilen verilere uygulanan analiz sonuçları, incelenen gruplar arasında düşük fiyat beklentisi, stoklama niyeti ve fiyat algısı açısından istatistiksel olarak anlamlı farklılıklar olduğunu göstermiştir. Araştırmanın sonucunda hem fiyatlandırma ile ilgilenen uygulayıcılar hem de pazarlama alanında çalışan araştırmacılar için çıkarımlarda bulunulmuştur.

Anahtar Kelimeler

• fiyat artışı
• fiyat algısı
• panik satın alma davranışı
• stoklama niyeti
• düşük fiyat bekleme

Kaynakça

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