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Perakende sektöründe faaliyet gösteren taraflardan biri de indirim marketleridir. İndirim marketleri tüketicilere piyasa fiyatına göre daha uygun fiyatla ürünler sunmaktadır. İndirim marketlerinin uygun fiyata sınırlı sayıda sunduğu ürünler içerisinde aktüel ürünler de yer almaktadır. BİM, A-101 ve ŞOK gibi indirim marketleri, haftanın belirli günlerinde sınırlı sayıdaki ürünleri, aktüel ürünler adı altında uygun fiyata satışa çıkarmaktadır. Tüketiciler ise sunulan bu fırsatı kaçırmamak için indirim marketlerinin aktüel günlerinde, market önünde kuyruk oluşturmaktadır. Birçok indirim marketinin uyguladığı ve tüketicilerin talep etttiği aktüel ürünlerle ilgili yeteri kadar çalışma yapılmamış olması literatürdeki önemli bir boşluktur. Bu nedenle araştırmanın temel amacı, tüketicilerin aktüel ürünlerle ilgili algıladıklar kalite, fiyat ve ürün özelliklerinin tekrar satın alma niyeti üzerindeki etkisini ve bu etkide ağızdan ağıza pazarlama davranışının aracılık rolünü belirlemektir. Bu kapsamda hazırlanan çevrimiçi anket formu ile, daha önce indirim marketlerinden aktüel ürün satın almış 669 tüketiciden veriler toplanmıştır. Elde edilen veriler SPSS 21 ve AMOS 24 programları ile analiz edilmiştir. Analizler sonucunda aktüel ürünlerle ilgili algılanan kalite, fiyat ve ürün değişkenlerinin tekrar satın alma niyeti üzerinde pozitif yönde anlamlı etkilerinin olduğu ve bu etkilerde ise ağızdan ağıza pazarlama davranışının kısmi aracılık rolüne sahip olduğu belirlenmiştir.
One of the parties operating in the retail sector is the discount markets. The discount markets offer consumers products at a more affordable price than the market price. The discount markets offer a limited number of products at a reasonable price. Discount markets such as BIM, A-101 and SHOK sell a limited number of products on a specific day of the week at the right price under the name of current products. Consumers, in the current days of the discount markets, are creating a hole in front of the market to not miss this opportunity offered. The fact that many discount markets do not have done enough work on the current products that consumers demand is an important gap in literature. Therefore, the main purpose of the research is to determine the impact of quality, price and product characteristics that consumers perceive about current products on the intention of re-buy and the mediating role of oral to oral marketing behavior in this effect. With the online survey form prepared in this framework, data were collected from 669 consumers who previously purchased current products from discounts markets. The data was analyzed using SPSS 21 and AMOS 24. The results of the analysis have found that the quality, price and product variables perceived in relation to current products have a positive meaningful impact on the intention of re-buy, and in these effects the marketing behavior from oral to oral has a partial mediation role.
Discount markets are one of the parties operating in the retail sector and discount markets offer products to consumers at a more affordable price than the market price. The products offered by discount markets in limited quantities at affordable prices are also referred to as present-day product. Discount markets such as BİM, A-101 and ŞOK sell products in limited quantities on certain days of the week at affordable prices. Consumers, on the other hand, queue up in the markets on the sales days of the discount markets in order not to miss this opportunity. It is an important gap in the literature that there have not been enough studies on present-day product applied by many discount markets and demanded by consumers. Therefore, the main purpose of the research is to determine the effect of consumers' perceived quality, price and product features related to present-day products on repurchase intention and determine the mediating role of word of mouth marketing behavior in these effects. With the online questionnaire prepared within the scope of the research, data were collected from 669 consumers who previously purchased present-day products from discount markets. The obtained data were analyzed with SPSS 21 and AMOS 24 programs. As a result of the analysis, it was determined that perceived quality, price and product variables related to present-day products had positive and significant effects on repurchase intention and word of mouth marketing behavior had a partial mediating role in these effects.
Alan : Filoloji; İlahiyat; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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