Nilgün SARIKAYA, Nihal SÜTÜTEMİZ, F. Anıl KONUK

Farklı Algılanan Değer Perspektifine Sahip Kişilerin Ayırt Edici Özelliklerinin İncelenmesi

Bu çalışma ile cep telefonu ve buzdolabı kullanan tüketicilerin söz konusu ürünlere yönelik algıladığı değer esas alınarak gruplara ayrılarak kişilerin ayırt edici özelliklerinin belirlenmesi amaçlanmıştır. Buna göre; araştırmanın bulguları cep telefonu kullanıcılarının üç gruba, diğer taraftan buzdolabı kullanıcılarını ise beş ayrı gruba ayrıldığını ortaya koymuştur. Genel olarak, cep telefonu ve buzdolabı kullanan tüketiciler demografik özellikler ve marka tercihleri açısından çok önemli bir farklılığın olmadığı görülmüştür. Hem cep telefonunda hem de buzdolabındaki her gruptaki tüketicilerin algılanan değer açısından önem verdikleri özellikler değişiklik göstermektedir.

An Analysis on the Distinguishing Features of People With Different Qualities

With this study, we aimed to investigate cellular phone and refrigerator users’ differentiated characteristics based on their value perceptions by clustering the consumers. According to this, research findings indicate that cellular phone consumers can be clustered in to three groups, on the other hand refrigerator consumers in to five groups. In general, we can conclude that, there aren’t significant differences between cellular phone and refrigerator consumers’ demographic characteristics and brand choice decisions. Addition to this, in both cellular phone and refrigerator consumers groups, the important characteristics are different according to their perceived value.

PDF

___

Babin, B. J. ve Kim, K.,” International students travel behaviour: a model of the travel- related consumer/dissatisfaction process”, Journal of Travel and Tourism Marketing, 10(1), 93–106, 2001.
Bojanic, D. C., “Consumer Perceptions of price, value and satisfaction in the hotel industry: an explatory study”, Journal of Hospitality and Leisure Marketing, 4(1), 5-22, 1996.
Dodds, W. B., Monroe, K. B. ve Grewal, D., “Effects of price, brand and store information on buyers’ product evaluations”, Journal of Marketing Research, 28, 307–319, 1991.
Grewal, D., Monroe, K. B. ve Krishnan, R.,“The effects ofprice-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioural intentions”, Journal of Marketing, 62(2), 46–59, 1998.
Holbrook, M. B., Consumer value. A framework for analysis and research. London: Routledge, 1999.
Monroe, K. B., Pricing: Making Profitable Decisions. New York: McGraw-Hill.1990.
Parasuraman, A., “Reflections on Gaining Competitive Advantage Through Customer Value,” Journal of the Academy of Marketing Science, 25(2), 154–161, 1997.
Parasuraman, A. ve Grewal, D., “ The impact of technology on the quality–value–loyalty chain: a research agenda”, Journal of theAcademy of Marketing Science, 28(1), 168–174, 2000a.
Petrick, J. R. ve Backman, S. J., “An examination of golf travelers‘satisfaction, perceived value, loyalty, and intentions to revisit”. Tourism Analysis, 6, 223–237, 2002.
Sarıkaya, N., Sütütemiz N., Konuk, F. A., “Algılanan Değer Ölçeği Olarak Perval Ölçeğinin Türkiye’de Uygulanabilirliğinin İncelenmesi: Sakarya Ve Bursa İllerinde Pilot Çalışma”, 12. Pazarlama Kongresi, İzmir, 2006.
Sheth, Jagdish N., Bruce I. Newman and Barbara L. Gross , “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Research, 22(March), 159–170, 1991b.
Sheth, J. N., Newman, B. I. ve Gross, L. G., Consumption values and market choice. Cincinnati, OH: Shouth Western Publishing, 1991a.
Sweeney, J. C. ve Soutar, G. N., Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203–220, 2001.
Zeithaml, Valarie A., “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(July), 2–22, 1988.
Woodruff, Robert B., “Customer Value: The Next Source for Competitive Advantage,” Journal of the Academy of Marketing Science, 25(2), 139–153, 1997.