Özet:

Although there are many factors that affect the consumer’s purchasing behavior, no doubt one of them is the price, which is one of the elements of the marketing karma. Therefore, the prices of the products or services that consumers intend to purchase and how they perceive these prices have a serious impact on their purchasing behavior. Knowing how the consumer perceives the price and how the intention to purchase in accordance with this process shows a form or change will give marketers many advantages in many ways. Due to the limitation of the work on the subject in our country and the fact that the retail industry cannot find a work on the subject on the discount markets that can be considered locomotive, the purpose of this research is to reveal the effect of the consumer's price perception on the intention of buying and the direction of this effect. In this context, three different discount markets have been surveyed and surveyed over 400 consumers who shop from these markets.

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