Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma

Öz Birey kendisi için anlam ve değeri yüksek olan öğeleri toplum içerisinde ifade etmek ve iletmek için çeşitli işaret ve simgeler kullanmaktadır. Bu bağlamda, günümüzde ise özellikle refah seviyesi olarak gelişmiş ülkelerde tüketici, statüsünü gösteren ürünleri satın almayı tercih etmektedir. Statü tüketimi, tüketicinin otorite kazanmak için başkalarının önem verdiği ve statülerinin göstergesi olan ürünleri satın alıp diğerlerine karşı toplumsal konumlarını gü.lendirmeye yönlendirilen motive edici süre.tir. Statüsüne uygun satın alım yapan tüketici için ürünün kalite ve işlevselliğinden çok satın aldığı fiyat önemlidir. Bu çalışmada, statülerine uygun alışveriş yapan tüketiciler açısından, statü tüketiminin fiyat duyarlılığına olan etkisi belirlenmeye çalışılmıştır. Bu amaç doğrultusunda Uşak il merkezinde yaşayan devlet memurlarına anket uygulanmıştır. Verilerin analizinde, frekans dağılımı, güvenilirlik analizi, aritmetik ortalama, standart sapma, doğrulayıcı faktör analizi ve yapısal eşitlik modelleme (path) analizi kullanılmıştır. Analizler sonucunda, statü tüketiminin tüketici ilgilenimi, tüketici yenilikçiliği ve marka bağlılığı üzerinde etkili olduğu belirlenmiştir. Tüketici yenilikçiliği ile marka bağlılığının fiyat duyarlılığı üzerinde etkisi tespit edilirken tüketici ilgileniminin fiyat duyarlılığı üzerinde etkisinin olmadığı g.rülmüştür.

Anahtar Kelimeler:

Tüketici Davranışı, Statü Tüketimi, Tüketici İlgilenimi, Tüketici Yenilikçiliği

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