SavedAdd your journal

Journals / Uluslararası İktisadi ve İdari İncelemeler Dergisi / 2018 / Sayı: 17

IMPACT OF PRICE SENSITIVITY ON REPURCHASE INTENTION IN TERMS OF PERSONALITY FEATURES

KİŞİLİK ÖZELLİKLERİ AÇISINDAN FİYAT DUYARLILIĞININ YENİDEN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Aypar USLU
Bahman HUSEYNLİ
Pages
515–532
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In the study, it was found out that price sensitivity differs from personality traits only with Neuroticism, Extraversion and Agreeableness dimensions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of the study is to determine the effect of price sensitivity on the intention of repurchasing in terms of personality characteristics, and also investigate the extent to which personality characteristics affect price sensitivity.
📊
Key Findings & Data:The research was conducted on 519 consumers who consume soft drinks in Turkey.
💡
Conclusion & Impact:In the study, it was found out that price sensitivity differs from personality traits only with Neuroticism, Extraversion and Agreeableness dimensions.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Beş Faktör Kişilik Özelikleri · Fiyatlandırma · Fiyat Duyarlılığı

Abstract

The aim of the study is to determine the effect of price sensitivity on the intention of repurchasing in terms of personality characteristics, and also investigate the extent to which personality characteristics affect price sensitivity. Accordingly, the research was carried out in line with these objectives. In our research, price sensitivity, personality traits, socio-demographic characteristics and intention to repurchase were examined within the scope of marketing. The research was conducted on 519 consumers who consume soft drinks in Turkey. In the study, it was found out that price sensitivity differs from personality traits only with Neuroticism, Extraversion and Agreeableness dimensions. Furthermore, it was a variable income level, which varied according to the socio-demographic characteristics of the participants and the price sensitivity. When the literature is examined, it is possible that this research is beneficial to practitioners and it contributes to the academic literature, since there are few studies on the topic.

Özet

Çalışmanın amacı, kişilik özellikleri açısından fiyat duyarlılığının yeniden satın alma niyetine olan etkisini belirlemek ve kişilik özelliklerinin fiyat duyarlılığı üzerindeki etkisini incelemektir. Bu bağlamda araştırma bu amaçlar doğrultusunda yürütülmüştür. Araştırmamızda fiyat duyarlılığı, kişilik özellikleri, sosyo-demografik özellikler ve yeniden satın alma niyeti pazarlama kapsamında incelenmiştir. Araştırma, Türkiye'de alkolsüz içecek tüketen 519 tüketici üzerinde gerçekleştirilmiştir. Çalışmada, fiyat duyarlılığının kişilik özellikleri arasında Duygusal Dengesizlik, Dışadönüklük ve Uyumluluk değişkenleri ile farklılık gösterdiği saptanmıştır. Ayrıca, sosyo-demografik özellikleri açısından katılımcıların yalnızca gelir seviyesine göre fiyat duyarlılığına göre farklılık gösterdiği bulunmuştur. Literatür incelendiğinde, bu araştırmanın uygulayıcılara faydalı olması ve akademik literatüre katkı sağlayacağını söylemek mümkündür, çünkü konuyla ilgili az çalışma bulunmaktadır.

🔖

Cite This Article

USLU, A., HUSEYNLİ, B. (2018). IMPACT OF PRICE SENSITIVITY ON REPURCHASE INTENTION IN TERMS OF PERSONALITY FEATURES. Uluslararası İktisadi ve İdari İncelemeler Dergisi, Sayı: 17, 515–532. https://ajindex.com/articles/322554

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (11)

  1. Aaker, D. (1992). Strategic management (3rd ed.). New York, NY: John Wiley and Sons. Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
  2. Aliman, N.K. & Othman, M.N. (2007). Purchasing local and foreign brands: what product attributes metter? Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, pp 400-411
  3. Back, K. J. (2005). The effects of image congruence on customers’ brand loyalty in the upper middle-class hotel industry. Journal of Hospitality & Tourism Research, 29(4), 448-467.
  4. Bearden, W. O. & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 21-28.
  5. Benet-Martinez, V. & John, O. P. (1998). Los Cinco Grandes across cultures and ethnic groups: Multitrait-multimethod analyses of the Big Five in Spanish and English. Journal of Personality and Social Psychology, 75(3), 729. Bipp, T., Steinmayr, R. & Spinath, B. (2008). Personality and achievement motivation: Relationship among Big Five domain and facet scales, achievement goals, and intelligence. Personality and Individual Differences, 44(7), 1454-1464.
  6. Boonpattarakan, A. (2012). An experimental design to test the main and interaction effects of CSR involvement, brand naming and pricing on purchase intentions in Thailand. International Journal of Business and Management, 7(16), 62-79.
  7. Busato, V. V., Prins, F. J., Elshout, J. J. & Hamaker, C. (1998). The relation between learning styles, the Big Five personality traits and achievement motivation in higher education. Personality and Individual Differences, 26(1), 129-140.
  8. Calder, B. J. & Burnkrant, R. E. (1977). Interpersonal influence on consumer behavior: An attribution theory approach. Journal of Consumer Research, 4(1), 29-38.
  9. Casidy Mulyanegara, R. & Tsarenko, Y. (2009). Predicting brand preferences: An examination of the predictive power of consumer personality and values in the Australian fashion market. Journal of Fashion Marketing and Management: An International Journal, 13(3), 358-371.
  10. Casidy, R. (2012). An empirical investigation of the relationship between personality traits, prestige sensitivity, and fashion consciousness of Generation Y in Australia. Australasian Marketing Journal (AMJ), 20(4), 242-249.
  11. Costa, P. T. & Mccrae, R. R. (1985). The NEO Personality Inventory Manual. Odessa, FL: Psychological Assessment Resources. Costa, P. T. & Mccrae, R. R. (1988). Personality in adulthood: a six-year longitudinal study of self-repo