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PROMOSYONEL FİYAT SUNUMLARININ TÜKETİCİLERİN ÜRÜN TERCİHLERİ ÜZERİNE ETKİSİ

Yıl 2011, Cilt: 4 Sayı: 8, 71 - 82, 01.12.2011

Öz

Bu çalışmada birim değeri eşit olan ancak anlamsal olarak farklı olan iki promosyonel teklifin tüketici algısı üzerindeki etkileri incelenmiştir. Araştırma verileri senaryo şeklinde hazırlanan anket formu vasıtasıyla 385 öğrenci örnekleminden elde edilmiştir. Elde edilen veriler varyans analizine tabi tutulmuş ve ortaya çıkan bulgular yorumlanmıştır. Araştırma bulguları anlamsal olarak farklı olan iki promosyonel teklifin, tüketicilerin, tüketim hızı ve stoklanabilirlik özelliğine göre farklılık gösteren 4 ürünü tercihleri üzerindeki etkisinin istatistiksel olarak farklılaşmadığını ortaya koymuştur. Bu sonuçlar, literatürdei bazı çalışmaların sonuçlarıyla da paralellik göstermektedir. Literatürdeki konuyla ilgili araştırma eksikliği de dikkate alındığında çalışmanın sonuçlarının ilgili alana önemli katkılar yapacağı umulmaktadır. Ayrıca sonuçların, araştırmanın örneklemini hedef pazar olarak gören perakende mağazalarına da önemli ipuçları sunacağı beklenmektedir. Öğrenci örneklemi seçilmesi, araştırma bulgularının genellenebilirliği önünde önemli bir engel olarak değerlendirilebilir.

Kaynakça

  • BERKOWITZ E.N. ve J.R. Walton, (1980), “Contextual Influences on Consumer Price Responses: An Experimental Analysis, Journal of Marketing Research, Vol. 17, s.349- 359
  • CHEN S.S., K.B. Monroe ve Y. Lou, (1998), The Effect of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions, Journal of Retailing, Vol.74, s.353-372
  • DAS P.R. (1992), Semantic Cues and Buyer Evaluation of Promotion Communication, Editörler: Leone R.P. ve V. Kumar, Enhancing Knowledge Development in Marketing, Vol.3, s.12-17, American Marketing Association.
  • DIAMOND W.D., (1992), “Just What is ‘Dollar’s Worth’? Consumers Reactions to Price Discounts vs. Extra Product Promotions”, Journal of Retailing, Vol.68, s. 254-270
  • DIAMOND W.D. ve A. Sanyal, (1990), “The Effect of Framing on the Choice of Supermarkat Coupos, Editörler:Goldberg M.E., G.Gorn ve R.W.Pollay, Advences in Consumer Research, Vol.17, s.494-500, Association for Consumer Research.
  • KAHNEMAN D. ve A. Tversky, (1979), “Prospect Theory: An Analysis of Decision under Risk”, Econometrica, Vol.47, s.263-291.
  • LEVIN I.P. ve G.J. Gaeth, (1988), “How Consumers are Effected by the Framing of Attribute Information Before and After Consuming the Product”, Journal of Consumer Research, Vol.15, s.374-378.
  • LI S., Y. Sun ve Y. Wang (2007), “50% Off or Buy One Get One Free? Frame Preference as a Function of Consumable Nature in Dairy Produts”, The Journal of Social Psychology, Vol.147, No.4, s. 413-421.
  • LITVACK D.S., R.J. Calantone ve P.R. Warshaw, (1985), “An Examination of Short-term Retail Grocery Price Effects”, Journal of Retailing, Vol.61, s. 9-25.
  • RUSSO J.E. (1977), “The Value of Unit Price Information”, Journal of Marketing Research, Vol.14, s.193-201.
  • SINHA I. Ve M. Smith, (2000), “Consumers’ Perceptions of Promotional Framing of Price”, Psychology&Marketing, Vol.17, No.3, s.257-275.
  • THALER R., (1985), “Mental Accounting and Consumer Choice”, Marketing Science, Vol.4, s.199-214.

THE EXAMINATION OF THE EFFECTS OF PRICE PROMOTION FRAMES ON THE PRODUCT PREFERENCES OF CONSUMERS

Yıl 2011, Cilt: 4 Sayı: 8, 71 - 82, 01.12.2011

Öz

In this study the effects of two price promotion frames which are the same in terms of unit cost but semantically different on consumer perception were analyzed. The data for the empirical study were collected via survey including different scenarios from a sample composed of 385 students. An analysis of variance was used and the findings of the analysis were interpreted. The results of the study show that the effects of two promotion frames on the consumer preference of 4 products which are different in terms of stock up characteristics and consumption level were not statistically significant. It is expected that the findings of the study will make important contributions to the extant literature considering the lack of literature. The results will also provide some clues to retailers which target the sample of the study. The use of student sample is an important drawback for the generalization of the research findings

Kaynakça

  • BERKOWITZ E.N. ve J.R. Walton, (1980), “Contextual Influences on Consumer Price Responses: An Experimental Analysis, Journal of Marketing Research, Vol. 17, s.349- 359
  • CHEN S.S., K.B. Monroe ve Y. Lou, (1998), The Effect of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions, Journal of Retailing, Vol.74, s.353-372
  • DAS P.R. (1992), Semantic Cues and Buyer Evaluation of Promotion Communication, Editörler: Leone R.P. ve V. Kumar, Enhancing Knowledge Development in Marketing, Vol.3, s.12-17, American Marketing Association.
  • DIAMOND W.D., (1992), “Just What is ‘Dollar’s Worth’? Consumers Reactions to Price Discounts vs. Extra Product Promotions”, Journal of Retailing, Vol.68, s. 254-270
  • DIAMOND W.D. ve A. Sanyal, (1990), “The Effect of Framing on the Choice of Supermarkat Coupos, Editörler:Goldberg M.E., G.Gorn ve R.W.Pollay, Advences in Consumer Research, Vol.17, s.494-500, Association for Consumer Research.
  • KAHNEMAN D. ve A. Tversky, (1979), “Prospect Theory: An Analysis of Decision under Risk”, Econometrica, Vol.47, s.263-291.
  • LEVIN I.P. ve G.J. Gaeth, (1988), “How Consumers are Effected by the Framing of Attribute Information Before and After Consuming the Product”, Journal of Consumer Research, Vol.15, s.374-378.
  • LI S., Y. Sun ve Y. Wang (2007), “50% Off or Buy One Get One Free? Frame Preference as a Function of Consumable Nature in Dairy Produts”, The Journal of Social Psychology, Vol.147, No.4, s. 413-421.
  • LITVACK D.S., R.J. Calantone ve P.R. Warshaw, (1985), “An Examination of Short-term Retail Grocery Price Effects”, Journal of Retailing, Vol.61, s. 9-25.
  • RUSSO J.E. (1977), “The Value of Unit Price Information”, Journal of Marketing Research, Vol.14, s.193-201.
  • SINHA I. Ve M. Smith, (2000), “Consumers’ Perceptions of Promotional Framing of Price”, Psychology&Marketing, Vol.17, No.3, s.257-275.
  • THALER R., (1985), “Mental Accounting and Consumer Choice”, Marketing Science, Vol.4, s.199-214.
Toplam 12 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Cevahir Uzkurt Bu kişi benim

Halil Semih Kimzan Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 4 Sayı: 8

Kaynak Göster

APA Uzkurt, C., & Kimzan, H. S. (2011). PROMOSYONEL FİYAT SUNUMLARININ TÜKETİCİLERİN ÜRÜN TERCİHLERİ ÜZERİNE ETKİSİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 4(8), 71-82.