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TÜKETİCİ ETNOSENTRİZMİNİN TÜKETİCİ FİYAT ALGISINA ETKİSİ

The Effect Of Consumer Ethnocentrism On Consumer Price Perception

Journal Name:

  • International Journal of Academic Value Studies

Publication Year:

  • 2017
DOI: 
http://dx.doi.org/10.23929/javs.163

Key Words:

Keywords (Original Language):

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Abstract (2. Language): 
Consumer ethnocentrism and price perception of consumers are considered as factors which affect the decision making process of consumers. The effect of culture has been investigated in the price perception studies. Although consumer ethnocentrism is also considered as a cultural sub dimension, there is no study that measures the effect on consumer price perception in the marketing literature. The main purpose of this study is to examine whether consumer ethnocentrism has an effect on the consumer price perception that are evaluated independently of each other. The sample of this study consisted of 554 individuals and the data from this sample were analyzed using the SPSS 21 program. Firstly, the reliability and validity of the scales were tested. Then factor analysis was applied to the price sense scale. Linear regression analysis was used to measure hypotheses related to the relationship between consumer ethnocentrism and price perception dimensions. With this study, how much consumer ethnocentrism, as an increasing consumer tendency in the world, affects the price perception dimensions, and suggestions for consumer oriented ethnocentric tendencies in firms’ marketing strategies related to price perception have been made.
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Abstract (Original Language): 
Tüketici etnosentrizmi ve tüketicilerin fiyat algısı tüketicilerin satın alma karar sürecini etkileyen faktörler olarak değerlendirilmektedir. Şimdiye kadar fiyat algısını etkileyen faktörler ile ilgili yapılan çalışmalarda kültürün etkisi incelenmiştir. Tüketici etnosentrizminin de kültürün bir alt boyutu olarak ele alınmasına rağmen pazarlama literatüründe tüketici fiyat algısına etkisini ölçen bir çalışmaya rastlanılmamıştır. Bu çalışmanın temel amacı birbirinden bağımsız olarak değerlendirilen tüketici etnosentrizminin tüketicilerin fiyat algısına etkisinin var olup olmadığını incelemektir. Bu araştırmanın örneklemi 554 kişiden oluşmakta ve bu örneklemden elde edilen veriler SPSS 21 programı kullanılarak analiz edilmiştir. Öncelikli olarak ölçeklerin güvenilirlik ve geçerlilikleri test edilmiştir. Daha sonra fiyat algısı ölçeğine faktör analizi uygulanmıştır. Tüketici etnosentrizmi ve fiyat algısı boyutları arasındaki ilişki ile ilgili kurulan hipotezlerin ölçümü için doğrusal regresyon analizi kullanılmıştır. Bu çalışma ile dünyada artan tüketici etnosentrizmi eğiliminin fiyat algısı boyutlarını ne derece etkilediği ortaya konularak işletmelerin fiyat algısı ile ilgili pazarlama stratejilerinde etnosentrik eğilim gösteren tüketicilere yönelik çalışmalar için önerilerde bulunulmuştur.
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  • 9
258
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  • Turkish

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