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Tüketicilerin Fiyat Hatırlama Doğruluğu ile İlişkili Faktörlerin Belirlenmesi

Determination of Factors Related to Consumers’ Price Recall Accuracy

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Abstract (2. Language): 
The aim of this study is to determine factors related to price recall accuracy of consumers. Within the scope of the study, level of purchase frequencies, price sensitivity, and involvement with predetermined products of consumers who have purchased from a retailer has been measured through surveys. Price recall accuracy was measured by asking consumers to remember the price and relationships between price recall accuracy and purchase frequency, price sensitivity, and involvement have been revealed. Statistically significant relationships exist between price recall accuracy and both purchase frequency and involvement.
Abstract (Original Language): 
Bu çalışmanın amacı, tüketicilerin perakendecilerden satın aldıkları ürünlerin fiyatlarını hatırlaması ile ilişkili unsurların belirlenmesidir. Araştırma kapsamında, bir gıda perakendecisinden belirlenen ürünlerden satın almış olan tüketicilerle bu ürünleri satın alma sıklıkları, ürüne yönelik ilgilenimleri ve fiyat duyarlılıkları belirlenmiştir. Tüketicilere satın aldıkları ürünün fiyatı sorularak, fiyat hatırlama doğruluğu hesaplanmış ve fiyat hatırlama doğruluğu ile satın alma sıklığı, fiyat duyarlılığı ve ilgilenim düzeyleri arasındaki ilişkiler ortaya çıkarılmıştır. Fiyat hatırlama doğruluğu ile hem satın alma sıklığı hem de ilgilenim değişkenleri arasında istatistiksel olarak anlamlı ilişkiler bulunmuştur.

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