İNDİRİM DÜZEYLERİ VE SOSYAL SINIFLAR AÇISINDAN TÜKETİCİ FİYAT ALGISINDAKİ FARKLILIKLARIN İNCELENMESİ

Bu çalışmanın amacı, indirim düzeyi ve sosyal sınıflar bağlamında tüketicilerin fiyat algılarındaki farklılıkları tespit etmektir. Bu doğrultuda Mersin ilinde yaşayan farklı sosyal sınıflardaki 400 tüketiciye kota örneklemesi yoluyla yüz yüze ve çevrimiçi olarak anketler uygulanış ve fiyat bilinci, değer bilinci, indirim duyarlılığı ile satın alma niyeti değişkenleri ölçülmüştür. Elde verilerin analizinde çok değişkenli kovaryans analizi (MANCOVA) kullanılmıştır. Çalışmada, çok değişkenli kovaryans analizi, araştırmada incelenen gruplar arasında; fiyat bilinci, değer bilinci ve satın alma niyeti bağlamında farklılıklarını test etmek için kullanılmıştır. Ayrıca araştırmada indirim duyarlılığı kovaryans değişken olarak analize dahil edilmiştir. Analiz sonuçlarına göre fiyat bilinci bağlamında sosyal sınıflar arasında istatistiksel olarak anlamlı farklılıkların olduğu tespit edilmiştir.

INVESTIGATION OF THE DIFFERENCES IN CONSUMER PRICE PERCEPTION IN TERMS OF DISCOUNT LEVELS AND SOCIAL CLASSES

The aim of this study is to determine differences of consumers’ price perception according to discount level and social classes. Accordingly, surveys prepared to measure price consciousness, value consciousness, sale proneness and purchasing intention variables for 400 consumers in different social classes living in Mersin province were applied face to face and online. The Quota sampling method was used in the study. Multivariate covariance analysis (MANCOVA) was used to analyze the data obtained. In this study, multivariate covariance analysis is used to test the differences in terms of price consciousness, value consciousness and purchasing intention among the groups examined. In addition, sale proneness was included in the analysis as a covariance variable. According to the analysis results, it was determined that there are statistically significant differences between social classes in the context of price consciousness.

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