Psikolojik Fiyatlamanın Yan Etkileri: Marka Güveni Nasıl Etkilenir?

Öz

Bu çalışma psikolojik fiyatlama taktiklerinden bir tanesi olan tek sayı ile biten fiyatlama yönteminin perakende sektörü bağlamında tüketicilerin marka imajı algıları ve markaya olan güvenleri üzerindeki etkisini ölçmeyi hedeflemektedir. Çalışma kapsamında özellikle, fiyat farkındalığı olan ve olmayan tüketicilerin 9 rakamı ile biten fiyatlara maruz kaldıklarında oluşan marka imajı algıları ve markaya duydukları güven seviyeleri arasındaki fark analiz edilmiştir. Çalışmanın sonuçları fiyat farkındalığının marka imajı algıları ve markaya olan güven seviyesi üzerinde etkili olduğunu teyit etmektedir. Fiyat farkındalığı olmayan tüketicilere göre yüksek fiyat farkındalığı olanlar hem marka imajı hem de markaya olan güven açısından daha negatif algılara sahip olmaktadır. Fiyat farkındalığının markaya olan güven üzerindeki doğrudan ve güçlü bir şekilde olumsuz olan etkisi, marka imajının markaya olan güven üzerindeki olumlu etkisi nedeniyle bir miktar stabilize olmaktadır. Çalışmanın bulguları ışığında, uygulamaya yönelik öneriler sunulmuştur. 

Anahtar Kelimeler

• Psikolojik Fiyatlama,Tek Sayı ile Biten Fiyatlar,Marka İmajı

Side Effects of Pyschological Pricing: How Brand Trust is Affected?

Öz

This study targets to measure the effects of odd-ending prices, one of the psychological pricing tactics, on consumers’ brand image perceptions and their trust towards the brand in a retailing context. Specifically, the difference between the perceptions of price conscious and non-price conscious consumers in terms of brand image and their brand trust was analyzed when they are exposed to 9-ending price information. The findings of the study confirm that price consciousness play a significant role in shaping their brand image perceptions and brand trust levels. Compared to non-price conscious consumers, those consumers with price consciousness level have negative perceptions in terms of both brand image and brand trust.  The direct and strong negative effect of price consciousness on brand trust becomes stabilized in a minimal amount due to positive effect of brand image on brand trust.  Based on the findings of this study, some practical implications are provided. 

Anahtar Kelimeler

• Psychological Pricing,Odd-Ending Prices,Brand Image

Kaynakça

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