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Dergiler / Anadolu Üniversitesi Sosyal Bilimler Dergisi / 2019 / Cilt: 19 Sayı: 2

Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma

Polat Can
Sayfa
151–170
Yayın Tarihi
2019-06-17
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Tüketici yenilikçili ğ i ile marka ba ğ lılı ğ ının fiyat duyarlılı ğ ı üzerinde etkisi tespit edilirken tüketici ilgileniminin fiyat duyarlılı ğ ı üzerinde etkisinin olmadı ğ ı g.rülmü ş tür.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Birey kendisi için anlam ve de ğ eri yüksek olan ö ğ eleri toplum içerisinde ifade etmek ve iletmek için çe ş itli i ş aret ve simgeler kullanmaktadır.
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Temel Bulgular & Veri:Bu çalı ş mada, statülerine uygun alı ş veri ş yapan tüketiciler açısından, statü tüketiminin fiyat duyarlılı ğ ına olan etkisi belirlenmeye çalı ş ılmı ş tır.
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Sonuç & Katkı:Tüketici yenilikçili ğ i ile marka ba ğ lılı ğ ının fiyat duyarlılı ğ ı üzerinde etkisi tespit edilirken tüketici ilgileniminin fiyat duyarlılı ğ ı üzerinde etkisinin olmadı ğ ı g.rülmü ş tür.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Tüketici Davranışı · Statü Tüketimi · Tüketici İlgilenimi

Özet

Birey kendisi için anlam ve de ğ eri yüksek olan ö ğ eleri toplum içerisinde ifade etmek ve iletmek için çe ş itli i ş aret ve simgeler kullanmaktadır. Bu ba ğ lamda, günümüzde ise özellikle refah seviyesi olarak geli ş mi ş ülkelerde tüketici, statüsünü gösteren ürünleri satın almayı tercih etmektedir. Statü tüketimi, tüketicinin otorite kazanmak için ba ş kalarının önem verdi ğ i ve statülerinin göstergesi olan ürünleri satın alıp di ğ erlerine kar ş ı toplumsal konumlarını gü.lendirmeye yönlendirilen motive edici süre.tir. Statüsüne uygun satın alım yapan tüketici için ürünün kalite ve i ş levselli ğ inden çok satın aldı ğ ı fiyat önemlidir. Bu çalı ş mada, statülerine uygun alı ş veri ş yapan tüketiciler açısından, statü tüketiminin fiyat duyarlılı ğ ına olan etkisi belirlenmeye çalı ş ılmı ş tır. Bu amaç do ğ rultusunda U ş ak il merkezinde ya ş ayan devlet memurlarına anket uygulanmı ş tır. Verilerin analizinde, frekans da ğ ılımı, güvenilirlik analizi, aritmetik ortalama, standart sapma, do ğ rulayıcı faktör analizi ve yapısal e ş itlik modelleme (path) analizi kullanılmı ş tır. Analizler sonucunda, statü tüketiminin tüketici ilgilenimi, tüketici yenilikçili ğ i ve marka ba ğ lılı ğ ı üzerinde etkili oldu ğ u belirlenmi ş tir. Tüketici yenilikçili ğ i ile marka ba ğ lılı ğ ının fiyat duyarlılı ğ ı üzerinde etkisi tespit edilirken tüketici ilgileniminin fiyat duyarlılı ğ ı üzerinde etkisinin olmadı ğ ı g.rülmü ş tür.

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Bu Makaleye Atıf Yap

Can, P. (2019). Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 19 Sayı: 2, 151–170. https://doi.org/10.18037/ausbd.579290

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