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Tüketicilerin Karar Sürecinde Fiyatın Rolü: Davranışsal Fiyatlandırma Üzerine Kavramsal Bir Çalışma

Year 2013, Volume: 10 Issue: 2, 95 - 110, 01.12.2013

Abstract

Pazarlama yazınında fiyat ve fiyatlandırma, temel konulardan olmalarına rağmen, davranışsal fiyatlamanın kapsamlı bir şekilde sınıflandırılması ile ilgili nispeten daha az çalışma gerçekleştirilmiştir. Geçmişte yapılan çalışmalara dayalı olarak, bu çalışmada bütünleşik bir fiyatlama modeli önerilmiştir. Önerilen model kapsamında, özellikle tüketicinin algıladığı parasal fiyat konusu üzerinde odaklanılmış ve ilgili bilgiler ayrıntılı olarak verilmiştir. Çalışmadaki kavramsal modelin yeni araştırmalar için yararlı olabilecek bir zemin hazırlamasıyla, konuya daha fazla dikkat çekilmesi beklenmektedir

References

  • Aalto-Setälä, V. ve Raijas, A. (2003), Actual Market Prices and Consumer Price Knowledge, Journal of Product & Brand Management, 12(3), 180-192.
  • Akhter, S.H. (2009), Niches at the Edges: Price-Value Tradeoff, Consumer Behavior, and Marketing Strategy, Journal of Product & Brand Management, 18(2), 136-142.
  • Alvarez, B.A. ve Casielles, R.V. (2006), How could Reference Price and Loyalty Entrepreneurship and Small Business, 3(3/4), 287-309. Brand Choice? International Journal of
  • Bolton, R. N. ve Shankar, V. (2003), An Empirically Derived Taxonomy of Retailer Pricing and Promotion Strategies, Journal of Retailing, 79, 213-224.
  • Brown, F. E. (1969), Price Image versus Price Reality, Journal of Marketing Research, 6(2), 185-191.
  • Campbell, M. C. (1999), Perceptions of Price Unfairness: Antecedents and Consequences, Journal of Marketing Research, 36(2), 187-199.
  • Carricano, M., Trinquecoste, J. F. ve Mondejar, J. A. (2010), The Rise of The Pricing Function: Origins and Perspectives, Journal of Product & Brand Management, 19(7), 468-476.
  • Chandrashekaran, R. (2004), The Influence of Redundant Comparison Prices and Other Price Presentation Formats on Consumers’ Evaluations and Purchase Intentions, Journal of Retailing, 80, 53-66.
  • Cronin, Jr., J. Joseph, Brady, Michael K. ve Hult, G. Tomas M. (2000), Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76(2), 193-218.
  • DeBono, K.G. (2000), Attitude Functions and Consumer Psychology: Understanding Perceptions of Product Quality, In G. M. Maio ve J. M. Olson (Eds.) Why we Evaluate: The Functions of Attitudes, (195-221). Mahwah, NJ: Erlbaum.
  • Dickson, P.R. ve Sawyer, A.G. (1990), The Price Knowledge and Search of Supermarket Shoppers, Journal of Marketing, 54(3), 42-53.
  • Diehl, K., Kornish, L.J. ve Lynch, Jr., J.G. (2003), Smart Agents: When Lower Search Costs for Quality Information Increase Price Sensitivity, Journal of Consumer Research, 30(1), 56-71.
  • Estelami, H. ve Lehmann, D.R. (2001), The Impact of Research Design on Consumer Price Recall Accuracy: An Integrative Review, Journal of the Academy of Marketing Science, 29(1), 36-49.
  • Estelami, H. ve De Maeyer, P. (2004), Product Category Determinants of Price Knowledge for Durable Consumer Goods, Journal of Retailing, 80, 129-137.
  • Garbarino, E. ve Slonim, R. (2003), Interrelationships and Distinct Effects of Internal Reference Prices on Perceived Expensiveness and Demand, Psychology & Marketing, 20(3), 227-248.
  • Gielissen, R., Dulith, C. ve Graafland, J. (2008), Perceptions of price fairness: An empirical research. Business and Society, 47(3), 370-89.
  • Gijsbrechts, E. (1993). Prices and Pricing Research in Consumer Marketing: Some Recent Developments, International Journal of Research in Marketing, 10, 115-151.
  • Gijsbrechts, E., ve Campo, K. (2000), Pricing, in K. Blois (Ed.), The Oxford Textbook of Marketing, (212-244). Oxford: Oxford University Press.
  • Goldsmith, Ronald E. ve Newell, S.J. (1997), Innovativeness and Price Sensitivity: Managerial, Theoretical and Methodological Issues, Journal of Product & Brand Management, 6(3), 163-174.
  • Goldsmith, R.E, Kim, D., Flynn, L.R ve Kim, Wan-Min (2005), Price Sensitivity and Innovativeness for Fashion Among Korean Consumers, The Journal of Social Psychology, 145(5), 501-508.
  • Grewal, D. ve Marmorstein, H. (1994), Market Price Variation, Perceived Price Variation, and Consumers’ Price Search Decisions for Durable Goods, Journal of Consumer Research, 21(3), 453-460.
  • Grewal, D., Monroe, K.B. ve Krishnan, R. (1998), The Effects of Price- Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions, Journal of Marketing, 62(2), 46-59.
  • Hardesty, D.M., Bearden, W.O. ve Carlson, J.P. (2007), Persuasion Knowledge and Consumer Reactions to Pricing Tactics, Journal of Retailing, 83(2), 199-210.
  • Herrmann, A.ve Wricke, M. (1998), Evaluating Multidimensional Prices, Journal of Product & Brand Management, 7(2), 161-169.
  • Huang, J. H., Chang, C. T. ve Chen, C. Y. H. (2005), Perceived fairness of pricing on the Internet, Journal of Economic Psychology, 26(3), 343- 361.
  • Ingenbleek, P. (2007), Value-Informed Pricing in Its Organizational Context: Literature Review, Conceptual Framework, and Directions for Future Research, Journal of Product & Brand Management, 16(7), 441-458.
  • Jacoby, J ve Olson, J.C. (1977), Consumer Response to Price: An Attitudinal, Information Processing Perspective, in Moving Ahead with Attitude Research, Eds. Y. Wind ve P. Greenberg, Chicago: American Marketing Association, 73-86.
  • Jiang, P. (2002), A Model of Price Search Behavior in Electronic Marketplace, Internet Research: Electronic Networking Applications and Policy, 12(2), 181-190.
  • Kahneman, D. ve Tversky, A. (1979), Prospect Theory: An Analysis of Decision Under Risk, Econometrica (pre-1986), 47(2), ABI/INFORM Global, 263-291.
  • Kalwani, M.U. ve Yim, C.K. (1992), Consumer Price and Promotion Expectations: An Experimental Study, Journal of Marketing Research, 29(1), 90-100.
  • Kalyanaram, G. ve Little, J. (1994), An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods, Journal of Marketing Research, 21, 408-418.
  • Kenesei, Z. ve Todd, S. (2003), The Use of Price in the Purchase Decision, Journal of Empirical Generalisations in Marketing Science, 8(1), 1-21.
  • Kenning, P., Evanschitzky, H., Vogel, V. ve Ahlert, D. (2007), Consumer Price Knowledge in The Market for Apparel, International Journal of Retail & Distribution Management, 35(2), 97-119.
  • Klein, N.H. ve Oglethorpe, J.E. (1987), Cognitive Reference Points in Consumer Decision Making, in NA-Advances in Consumer Research Vol. 14, eds. Melanie Wallendorf ve Paul Anderson, Provo, UT: Association for Consumer Research, 183-187.
  • Kosenko, R. ve Krishnan, R. (1990), Consumer Price Limits and The Brand Effect, Journal of Business and Psychology, 5(2), 153-163.
  • Leone, R.P. Robinson, L.M., Bragge, J. ve Somervuori, O. (2011). A citation and profiling analysis of pricing research from 1980 to 2010. Journal of Business Research, 1-15.
  • Lichtenstein, D.R. ve Bearden, W.O. (1989), Contextual Influences on Perceptions of Merchant-Supplied Reference Prices, The Journal of Consumer Research, 16(1), 55-66.
  • Lichtenstein, Donald R., Ridgway, Nancy M. ve Netemeyer, Richard G. (1993), Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, 30(2), 234-245.
  • Lichtenstein, D.R., Bloch, P.H. ve Black, W. C. (1988), Correlates of Price Acceptability, The Journal of Consumer Research, 15(2), 243-252.
  • Lowe, B. ve Alpert, F. (2007), Measuring Reference Price Perceptions for New Product Categories: Which Measure is Best?, Journal of Product & Brand Management, 16(2), 132-141.
  • Lowengart, O. (2002), Reference Price Conceptualisations: An Integrative Framework of Analysis, Journal of Marketing Management, 18(1/2), 145-171.
  • Lowengart, O. ve Mizrahi, S. (2000), Applying international reference price Market structure, information seeking and consumer welfare, International Marketing Review, 17(6), 525-537.
  • Maxwell, S. (2002), Rule-Based Price Fairness and Its Effect on Willingness to Purchase. Journal of Economic Psychology, 23(2), 191-212.
  • Mayhew, G.E. ve Winer, R.S. (1992), An Empirical Analysis of Internal and External Reference Prices Using Scanner Data, The Journal of Consumer Research, 19(1), 62-70.
  • McGoldrick, P.J., Betts, E.J. ve Wilson, A.F.(1999), Modelling Consumer Price Cognition: Evidence from Discount and Superstore Sectors, The Service Industries Journal, 19(1), 171-193.
  • Monroe, K.B. ve Krishnan, R. (1985), The Effect of Price on Subjective Product Evaluations, in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacoby ve Jerry C. Olson, eds. Lexington, MA: Lexington Books, 209-232.
  • Monroe, K.B. ve Lee, A.Y. (1999), Remembering versus Knowing: Issues in Buyers’ Processing of Price Information, Academy of Marketing Science. Journal, 27, 2; ABI/INFORM Global, 207.
  • Monroe, K.B. ve Petroshius, S.M. (1981), Buyers’ Perceptions of Price: An Update of the Evidence, in Perspectives in Consumer Behavior, eds. Harold Kassarjian ve Thomas S. Robertson, Glenview, IL: Scott, Foresman, 43-55.
  • Munnukka, J. (2005), Dynamics of Price Sensitivity among Mobile Service Customers, Journal of Product & Brand Management, 14(1), 65-73.
  • Munnukka, J. (2008), Customers’ Purchase Intentions As a Reflection of Price Perception, Journal of Product & Brand Management, 17(3), 188- 196.
  • Naylor, G. ve Frank, K.E. (2001), The Effect of Price Bundling on Consumer Perceptions of Value, Journal of Services Marketing, 15(4), 270-281.
  • Ofir, C., Raghubir, P., Brosh, G., Monroe, K.B. ve Heiman, A. (2008), Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience, Journal of Retailing, 84(4), 414-423.
  • Ofir, C. ve Winer, R.S. (2002), Pricing: Economic and Behavioral Models. Handbook of Marketing, Weitz, B. and Wensley, R. eds., London: Sage Publications Ltd, 267-281.
  • Oliver, R.L. ve Swan, J.E. (1989), Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Fieldsurvey Approach, The Journal of Marketing, 53(2), 21-35.
  • Oxenfeldt, A.R. (1973), A Decision-making Structure for Price Decisions, Journal of Marketing, 37, 48-53.
  • Oxenfeldt, A.R. (1983), Pricing Decisions: How They Are Made and How They Are Influenced, Management Review, 72(11), 23-25.
  • Pechtl, H. (2008), Price Knowledge Structures Relating to Grocery Products, Journal of Product & Brand Management, 17(7), 485-496.
  • Rajendran, K.N. (2009), Is Reference Price a Fair Price or an Expected Price?, Innovative Marketing, 5(2), 18-29.
  • Rajendran, K.N. ve Tellis, G.J. (1994), Contextual and Temporal Components of Reference Price, The Journal of Marketing, 58(1), 22- 34.
  • Rao, V.R. (1984), Pricing Research in Marketing: The State of the Art, The Journal of Business, 57(1), Part 2: Pricing Strategy, S39-S60.
  • Rosa-Díaz, I.M. (2004), Price Knowledge: Effects of Consumers’ Attitudes Towards Prices, Demographics, and Socio-Cultural Characteristics, Journal of Product & Brand Management, 13(6), 406-428.
  • Sinha, I. ve Batra, R. (1999), The Effect of Consumer Price Consciousness on Private Label Purchase, International Journal of Research in Marketing, 16, 237-251.
  • Skouras, T., Avlonitis, G.J. ve Indounas, K.A. (2005), Economics and Marketing on Pricing: How and Why Do They Differ?, Journal of Product & Brand Management, 14(6), 362-374.
  • Slonim, R. ve Garbarino, E. (1999), The Effect of Price History on Demand as Mediated by Perceived Price Expensiveness, Journal of Business Research, 45, 1-14.
  • Smith, G.E. (2000), Search at Different Price Levels: The Impact of Knowledge and Search Cost, Journal of Product & Brand Management, 9(3), 164-178.
  • Smith, T.J. (2012), Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures, South-Western Cengage Lerning: OH USA.
  • Swani, K.ve Yoo, B. (2010), Interactions between Price and Price Deal, Journal of Product & Brand Management, 19(2), 143-152.
  • Tek, Ö.B. (1999). Pazarlama İlkeleri: Türkiye Uygulamaları, Global, Yönetimsel Yaklaşım (8. Bas.). İstanbul: Beta Yayınevi.
  • Tellis, G.J. (1986), Beyond the Many Faces of Price: An Integration of Pricing Strategies, The Journal of Marketing, 50(4), 146-160.
  • Thaler, R.H. (1985), Mental Accounting and Consumer Choice, Marketing Science, 4(3), 199-214.
  • Tzokas, N., Hart, S., Argouslidis, P. ve Saren, M. (2000), Strategic Pricing in Export Markets: Empirical Evidence from the UK, International Business Review, 9(1), 95-117.
  • WakeŞeld, K.L. ve Inman, J.J. (2003), Situational Price Sensitivity: The Role of Consumption Occasion, Social Context and Income, Journal of Retailing, 79, 199-212.
  • Zeithaml, V.A. (1982), Consumer Response to in-Store Price Information Environments, Journal of Consumer Research, 8(4), 357-369.
  • Zeithaml, V.A. (1984), Issues in Conceptualizing and Measuring Consumer Response to Price, in NA-Advances in Consumer Research, Vol. 11, eds. Thomas C. Kinnear, Provo, UT: Association for Consumer Research, 612-616.
  • Zeithaml, V.A. (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, The Journal of Marketing, 52(3), 2-22.
  • Zielke, S. (2006), Measurement of Retailers’ Price İmages With a Multiple- item Scale, The International Review of Retail, Distribution and Consumer Research, 16(3), 297-316.
  • Zielke, S. (2011), Integrating Emotions in the Analysis of Retail Price Images, Psychology & Marketing, 28(4), 330-359.

The Role of Price Within The Consumers’ Decision Process: A Conceptual Study on Behavioral Pricing

Year 2013, Volume: 10 Issue: 2, 95 - 110, 01.12.2013

Abstract

Although price and pricing are fundamental issues within the marketing literature, relatively few studies have concerned with comprehensive behavioral pricing classification schema. Based on previous research, an integrated pricing model has been proposed in this study. Within the scope of the proposed model, especially consumer’s perceived monetary price has been focused and related information has been given in detail. It is expected to direct more attention on the subject by providing a useful background for new researches from the conceptual model of this study

References

  • Aalto-Setälä, V. ve Raijas, A. (2003), Actual Market Prices and Consumer Price Knowledge, Journal of Product & Brand Management, 12(3), 180-192.
  • Akhter, S.H. (2009), Niches at the Edges: Price-Value Tradeoff, Consumer Behavior, and Marketing Strategy, Journal of Product & Brand Management, 18(2), 136-142.
  • Alvarez, B.A. ve Casielles, R.V. (2006), How could Reference Price and Loyalty Entrepreneurship and Small Business, 3(3/4), 287-309. Brand Choice? International Journal of
  • Bolton, R. N. ve Shankar, V. (2003), An Empirically Derived Taxonomy of Retailer Pricing and Promotion Strategies, Journal of Retailing, 79, 213-224.
  • Brown, F. E. (1969), Price Image versus Price Reality, Journal of Marketing Research, 6(2), 185-191.
  • Campbell, M. C. (1999), Perceptions of Price Unfairness: Antecedents and Consequences, Journal of Marketing Research, 36(2), 187-199.
  • Carricano, M., Trinquecoste, J. F. ve Mondejar, J. A. (2010), The Rise of The Pricing Function: Origins and Perspectives, Journal of Product & Brand Management, 19(7), 468-476.
  • Chandrashekaran, R. (2004), The Influence of Redundant Comparison Prices and Other Price Presentation Formats on Consumers’ Evaluations and Purchase Intentions, Journal of Retailing, 80, 53-66.
  • Cronin, Jr., J. Joseph, Brady, Michael K. ve Hult, G. Tomas M. (2000), Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76(2), 193-218.
  • DeBono, K.G. (2000), Attitude Functions and Consumer Psychology: Understanding Perceptions of Product Quality, In G. M. Maio ve J. M. Olson (Eds.) Why we Evaluate: The Functions of Attitudes, (195-221). Mahwah, NJ: Erlbaum.
  • Dickson, P.R. ve Sawyer, A.G. (1990), The Price Knowledge and Search of Supermarket Shoppers, Journal of Marketing, 54(3), 42-53.
  • Diehl, K., Kornish, L.J. ve Lynch, Jr., J.G. (2003), Smart Agents: When Lower Search Costs for Quality Information Increase Price Sensitivity, Journal of Consumer Research, 30(1), 56-71.
  • Estelami, H. ve Lehmann, D.R. (2001), The Impact of Research Design on Consumer Price Recall Accuracy: An Integrative Review, Journal of the Academy of Marketing Science, 29(1), 36-49.
  • Estelami, H. ve De Maeyer, P. (2004), Product Category Determinants of Price Knowledge for Durable Consumer Goods, Journal of Retailing, 80, 129-137.
  • Garbarino, E. ve Slonim, R. (2003), Interrelationships and Distinct Effects of Internal Reference Prices on Perceived Expensiveness and Demand, Psychology & Marketing, 20(3), 227-248.
  • Gielissen, R., Dulith, C. ve Graafland, J. (2008), Perceptions of price fairness: An empirical research. Business and Society, 47(3), 370-89.
  • Gijsbrechts, E. (1993). Prices and Pricing Research in Consumer Marketing: Some Recent Developments, International Journal of Research in Marketing, 10, 115-151.
  • Gijsbrechts, E., ve Campo, K. (2000), Pricing, in K. Blois (Ed.), The Oxford Textbook of Marketing, (212-244). Oxford: Oxford University Press.
  • Goldsmith, Ronald E. ve Newell, S.J. (1997), Innovativeness and Price Sensitivity: Managerial, Theoretical and Methodological Issues, Journal of Product & Brand Management, 6(3), 163-174.
  • Goldsmith, R.E, Kim, D., Flynn, L.R ve Kim, Wan-Min (2005), Price Sensitivity and Innovativeness for Fashion Among Korean Consumers, The Journal of Social Psychology, 145(5), 501-508.
  • Grewal, D. ve Marmorstein, H. (1994), Market Price Variation, Perceived Price Variation, and Consumers’ Price Search Decisions for Durable Goods, Journal of Consumer Research, 21(3), 453-460.
  • Grewal, D., Monroe, K.B. ve Krishnan, R. (1998), The Effects of Price- Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions, Journal of Marketing, 62(2), 46-59.
  • Hardesty, D.M., Bearden, W.O. ve Carlson, J.P. (2007), Persuasion Knowledge and Consumer Reactions to Pricing Tactics, Journal of Retailing, 83(2), 199-210.
  • Herrmann, A.ve Wricke, M. (1998), Evaluating Multidimensional Prices, Journal of Product & Brand Management, 7(2), 161-169.
  • Huang, J. H., Chang, C. T. ve Chen, C. Y. H. (2005), Perceived fairness of pricing on the Internet, Journal of Economic Psychology, 26(3), 343- 361.
  • Ingenbleek, P. (2007), Value-Informed Pricing in Its Organizational Context: Literature Review, Conceptual Framework, and Directions for Future Research, Journal of Product & Brand Management, 16(7), 441-458.
  • Jacoby, J ve Olson, J.C. (1977), Consumer Response to Price: An Attitudinal, Information Processing Perspective, in Moving Ahead with Attitude Research, Eds. Y. Wind ve P. Greenberg, Chicago: American Marketing Association, 73-86.
  • Jiang, P. (2002), A Model of Price Search Behavior in Electronic Marketplace, Internet Research: Electronic Networking Applications and Policy, 12(2), 181-190.
  • Kahneman, D. ve Tversky, A. (1979), Prospect Theory: An Analysis of Decision Under Risk, Econometrica (pre-1986), 47(2), ABI/INFORM Global, 263-291.
  • Kalwani, M.U. ve Yim, C.K. (1992), Consumer Price and Promotion Expectations: An Experimental Study, Journal of Marketing Research, 29(1), 90-100.
  • Kalyanaram, G. ve Little, J. (1994), An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods, Journal of Marketing Research, 21, 408-418.
  • Kenesei, Z. ve Todd, S. (2003), The Use of Price in the Purchase Decision, Journal of Empirical Generalisations in Marketing Science, 8(1), 1-21.
  • Kenning, P., Evanschitzky, H., Vogel, V. ve Ahlert, D. (2007), Consumer Price Knowledge in The Market for Apparel, International Journal of Retail & Distribution Management, 35(2), 97-119.
  • Klein, N.H. ve Oglethorpe, J.E. (1987), Cognitive Reference Points in Consumer Decision Making, in NA-Advances in Consumer Research Vol. 14, eds. Melanie Wallendorf ve Paul Anderson, Provo, UT: Association for Consumer Research, 183-187.
  • Kosenko, R. ve Krishnan, R. (1990), Consumer Price Limits and The Brand Effect, Journal of Business and Psychology, 5(2), 153-163.
  • Leone, R.P. Robinson, L.M., Bragge, J. ve Somervuori, O. (2011). A citation and profiling analysis of pricing research from 1980 to 2010. Journal of Business Research, 1-15.
  • Lichtenstein, D.R. ve Bearden, W.O. (1989), Contextual Influences on Perceptions of Merchant-Supplied Reference Prices, The Journal of Consumer Research, 16(1), 55-66.
  • Lichtenstein, Donald R., Ridgway, Nancy M. ve Netemeyer, Richard G. (1993), Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, 30(2), 234-245.
  • Lichtenstein, D.R., Bloch, P.H. ve Black, W. C. (1988), Correlates of Price Acceptability, The Journal of Consumer Research, 15(2), 243-252.
  • Lowe, B. ve Alpert, F. (2007), Measuring Reference Price Perceptions for New Product Categories: Which Measure is Best?, Journal of Product & Brand Management, 16(2), 132-141.
  • Lowengart, O. (2002), Reference Price Conceptualisations: An Integrative Framework of Analysis, Journal of Marketing Management, 18(1/2), 145-171.
  • Lowengart, O. ve Mizrahi, S. (2000), Applying international reference price Market structure, information seeking and consumer welfare, International Marketing Review, 17(6), 525-537.
  • Maxwell, S. (2002), Rule-Based Price Fairness and Its Effect on Willingness to Purchase. Journal of Economic Psychology, 23(2), 191-212.
  • Mayhew, G.E. ve Winer, R.S. (1992), An Empirical Analysis of Internal and External Reference Prices Using Scanner Data, The Journal of Consumer Research, 19(1), 62-70.
  • McGoldrick, P.J., Betts, E.J. ve Wilson, A.F.(1999), Modelling Consumer Price Cognition: Evidence from Discount and Superstore Sectors, The Service Industries Journal, 19(1), 171-193.
  • Monroe, K.B. ve Krishnan, R. (1985), The Effect of Price on Subjective Product Evaluations, in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacoby ve Jerry C. Olson, eds. Lexington, MA: Lexington Books, 209-232.
  • Monroe, K.B. ve Lee, A.Y. (1999), Remembering versus Knowing: Issues in Buyers’ Processing of Price Information, Academy of Marketing Science. Journal, 27, 2; ABI/INFORM Global, 207.
  • Monroe, K.B. ve Petroshius, S.M. (1981), Buyers’ Perceptions of Price: An Update of the Evidence, in Perspectives in Consumer Behavior, eds. Harold Kassarjian ve Thomas S. Robertson, Glenview, IL: Scott, Foresman, 43-55.
  • Munnukka, J. (2005), Dynamics of Price Sensitivity among Mobile Service Customers, Journal of Product & Brand Management, 14(1), 65-73.
  • Munnukka, J. (2008), Customers’ Purchase Intentions As a Reflection of Price Perception, Journal of Product & Brand Management, 17(3), 188- 196.
  • Naylor, G. ve Frank, K.E. (2001), The Effect of Price Bundling on Consumer Perceptions of Value, Journal of Services Marketing, 15(4), 270-281.
  • Ofir, C., Raghubir, P., Brosh, G., Monroe, K.B. ve Heiman, A. (2008), Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience, Journal of Retailing, 84(4), 414-423.
  • Ofir, C. ve Winer, R.S. (2002), Pricing: Economic and Behavioral Models. Handbook of Marketing, Weitz, B. and Wensley, R. eds., London: Sage Publications Ltd, 267-281.
  • Oliver, R.L. ve Swan, J.E. (1989), Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Fieldsurvey Approach, The Journal of Marketing, 53(2), 21-35.
  • Oxenfeldt, A.R. (1973), A Decision-making Structure for Price Decisions, Journal of Marketing, 37, 48-53.
  • Oxenfeldt, A.R. (1983), Pricing Decisions: How They Are Made and How They Are Influenced, Management Review, 72(11), 23-25.
  • Pechtl, H. (2008), Price Knowledge Structures Relating to Grocery Products, Journal of Product & Brand Management, 17(7), 485-496.
  • Rajendran, K.N. (2009), Is Reference Price a Fair Price or an Expected Price?, Innovative Marketing, 5(2), 18-29.
  • Rajendran, K.N. ve Tellis, G.J. (1994), Contextual and Temporal Components of Reference Price, The Journal of Marketing, 58(1), 22- 34.
  • Rao, V.R. (1984), Pricing Research in Marketing: The State of the Art, The Journal of Business, 57(1), Part 2: Pricing Strategy, S39-S60.
  • Rosa-Díaz, I.M. (2004), Price Knowledge: Effects of Consumers’ Attitudes Towards Prices, Demographics, and Socio-Cultural Characteristics, Journal of Product & Brand Management, 13(6), 406-428.
  • Sinha, I. ve Batra, R. (1999), The Effect of Consumer Price Consciousness on Private Label Purchase, International Journal of Research in Marketing, 16, 237-251.
  • Skouras, T., Avlonitis, G.J. ve Indounas, K.A. (2005), Economics and Marketing on Pricing: How and Why Do They Differ?, Journal of Product & Brand Management, 14(6), 362-374.
  • Slonim, R. ve Garbarino, E. (1999), The Effect of Price History on Demand as Mediated by Perceived Price Expensiveness, Journal of Business Research, 45, 1-14.
  • Smith, G.E. (2000), Search at Different Price Levels: The Impact of Knowledge and Search Cost, Journal of Product & Brand Management, 9(3), 164-178.
  • Smith, T.J. (2012), Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures, South-Western Cengage Lerning: OH USA.
  • Swani, K.ve Yoo, B. (2010), Interactions between Price and Price Deal, Journal of Product & Brand Management, 19(2), 143-152.
  • Tek, Ö.B. (1999). Pazarlama İlkeleri: Türkiye Uygulamaları, Global, Yönetimsel Yaklaşım (8. Bas.). İstanbul: Beta Yayınevi.
  • Tellis, G.J. (1986), Beyond the Many Faces of Price: An Integration of Pricing Strategies, The Journal of Marketing, 50(4), 146-160.
  • Thaler, R.H. (1985), Mental Accounting and Consumer Choice, Marketing Science, 4(3), 199-214.
  • Tzokas, N., Hart, S., Argouslidis, P. ve Saren, M. (2000), Strategic Pricing in Export Markets: Empirical Evidence from the UK, International Business Review, 9(1), 95-117.
  • WakeŞeld, K.L. ve Inman, J.J. (2003), Situational Price Sensitivity: The Role of Consumption Occasion, Social Context and Income, Journal of Retailing, 79, 199-212.
  • Zeithaml, V.A. (1982), Consumer Response to in-Store Price Information Environments, Journal of Consumer Research, 8(4), 357-369.
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There are 77 citations in total.

Details

Other ID JA49JU79PM
Journal Section Research Article
Authors

Kalender Özcan Atılgan

Publication Date December 1, 2013
Published in Issue Year 2013 Volume: 10 Issue: 2

Cite

APA Atılgan, K. Ö. (2013). Tüketicilerin Karar Sürecinde Fiyatın Rolü: Davranışsal Fiyatlandırma Üzerine Kavramsal Bir Çalışma. Çağ Üniversitesi Sosyal Bilimler Dergisi, 10(2), 95-110.