Ücretsiz Örnekler: Kavramsal Bir Çerçeve

Özet: Ücretsiz örnekler pazarlamacıların yaygın olarak kullandığı satış promosyonu tekniklerindendir. Bu çalışmada amaç, örneklerin alıcı üzerindeki etkilerine dair bir kavramsal çerçeve çizmektir. Bu etkiler altı başlık altında incelenmektedir: (i) Örnekler ürüne dair bilgi taşır ve farkındalık yaratabilir, (ii) Örnek ürün almak kişide sahiplenme etkisine neden olabilir, (iii) Örnek, ürünün kendisine dair merak ve beklenti oluşturabilir, (iv) Örneğin ücretsiz olması nedeniyle alıcıda ürüne dair değer-indirgeme oluşabilir, (v) Örnek bir çeşit hediye olduğu için alıcıda olumlu bir duygu durumu yaratabilir, (vi) Hediye almış olmak karşılıklılık hissine yol açabilir. Bu etkilere bağlı olarak alıcının inanış, tutum, niyet ve (satın alma) davranışı değişecektir. Bu çalışmanın literatüre iki temel katkısı vardır: Birincisi, çalışma, ücretsiz örneklerin etkilerine dair kavramsal bir çerçeve çizerek bu promosyonun daha iyi anlaşılmasına yardımcı olmaktadır; ikincisi, ücretsiz örnekler bağlamında daha önce sahiplenme ve merak etkileri tartışılmamıştır.

Free Samples: A Conceptual Framework

Abstract: A widely used sales promotion technique is offering free samples. The purpose of this study is to provide a conceptual framework for the effects of free samples on the buyer. We examine these effects under six headings: (i) Samples carry information about the product and may create awareness, (ii) The sample may result in the endowment effect, (iii) Free sample may create curiosity and expectations towards the product itself, (iv) Because the sample is costless, value-discounting of the product may be relevant, (v) Free samples are gifts, and hence receiving them may create a good mood, (vi) Receiving the sample as a gift may lead to a sense of reciprocity. Belief, attitude, intention, and (purchase) behavior may change due to these effects. Our contribution to the literature is twofold: First, it enhances our understanding of free samples by providing a conceptual framework for their effects; second, endowment and curiosity effects have not been discussed before in regards to the free samples.

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Kaynak Göster

  • ISSN: 1300-0845
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 1994
  • Yayıncı: Marmara Üniversitesi

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