ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ

Bu çalışma, ürün satışlarında uygulanan kıtlık mesajı türlerinin ve referans fiyatın tüketici rekabeti, algılanan işlem değeri, algılanan kalite, fiyat bilinci ve satın alma istekliliği bağlamlarındaki etkilerini Türkiye ve Polonya’daki katılımcılar üzerinde ampirik olarak incelemektedir. Bu amaçla, dışsal referans fiyatın ve kıtlık mesajı türlerinin toplam 848 üniversite öğrencisi üzerinde 2X4 MANCOVA tasarımında manipüle edildiği deneysel tasarım uygulanmıştır. Araştırma sonuçlarına göre, örneklem grupları arasında tüketiciler arası rekabet, algılanan işlem değeri ve satın alma istekliliği bağlamlarında anlamlı farklılıklar olduğu tespit edilmiştir.

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