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Bir bölümlendirme kriteri olarak tüketicilerin fiyat algılamaları: Gelişmekte olan piyasa örneği

Year 2010, Volume: 39 Issue: 1, 21 - 34, 03.12.2009

Abstract

Bu çalışmanın temel amacı davranışsal ve psikolojik yönleri ile ortaya çıkan fiyatın karmaşık yapısını açıklamak ve fiyat algılamaları temel alınarak farklı tüketici segmentlerinin oluşup oluşmadığını incelemektir. Bu çalışmada fiyat algılamasını ölçmek için daha önce yapılan çalışmalarda kullanılan ölçeklerden ve grup görüşmesi sonucu elde edilen değişkenlerden yararlanılmıştır. Süpermarket müşterilerinden elde edilen toplam 600 anket formu araştırmaya dahil edilmiştir. Araştırma hedeflerine ulaşmak için yapısal eşitlik modellemesi, kümeleme analizi ve ki-kare analizleri kullanılmıştır. Bu çalışmada geçerliliği ve güvenilirliği test edilmiş ölçekler kullanılmıştır. Yapılan analizler sonucunda müşterilerin dört farklı segment şeklinde gruplanabilecekleri bulunmuştur. Bu pazar kümeleri birer segmentasyon kriteri olarak kullanılabilir. Farklı kültürler, farklı demografik özellikler fiyat algılamalarında farklılık oluşturabilmektedir. Bu nedenle karşılaştırmalı çalışmaların yapılması yeni ve değişik faydalı sonuçlara da ulaşılmasını sağlayabilir. Bu çalışma ile elde edilen dört farklı segmentin firma yöneticilerinin pazarlama planlarını hazırlamalarında ve bunların optimizasyonunda önemli katkılar sağlayacağı düşünülmektedir. Ayrıca bu segmentlerin özellikleri dikkate alındığında farklı segmentlerde ne tür pazarlama stratejileri ve taktikleri geliştirileceği hususunda önemli bilgiler ortaya konmaktadır. Bu çalışmada geçerlilik ve güvenilirliği test edilmiş olan bu ölçek ile fiyat algılamasının bir segmentasyon kriteri olarak kullanılabileceğine de vurgu yapılmıştır. 

References

  • R. Kalapurakal, P.R. Dickson, J.E. Urbany, Perceived Price Fairness and Dual Entitlment. Advances in Consumer Research. Vol. 18, 788-793 (1991).
  • D.B. William, B.K. Monroe, G. Dhruv, Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research. (August), Vol. 28, 307-319 (1991).
  • S. Peter, D. Weiserbs, Consumer Price Perceptions and Expectations. Oxford Economic Papers. Vol. 44, 35-50 (1992).
  • N.W. Ronald, S. Subhash, W.H. Douglas, Reference Price and Price Perceptions: A Comparison of Alternative Models. Journal of Consumer Research. (December), Vol. 28, 339-354 (2001).
  • M. Sarah, Rule Based Price Fairness and Its Effect on Willingness to Purchase. Journal of Economic Psychology. (Feb), 1-22 (2002).
  • J. Kamen, R. Toman, Psychophysics of Prices. Journal of Marketing Research. Vol.7, February 27-35 (1970).
  • B.K. Monroe, Buyers’ Subjective Perceptions of Price. Journal of Marketing Research. (Feb), Vol. 10, 70-80 (1973).
  • S.E. Gerald, N.T. Thomas, Frames of Reference and Buyers’ Perception of Price and Value. California Management Review. (Fall), Vol.38 No.1, 98-116 (1995).
  • M.C. Campbell, Why Did You Do That? The Important Role of Inferred Motive in Perceptions of Price Fairness. Journal of Product & Brand Management. Vol.8 No.2, 145-152 (1999).
  • M.K. McGowan, J.B. Sternquest, Dimensions of Price as a Marketing Universal: A Comparison of Japanese and U.S. Consumers. Journal of International Marketing. Vol.6, No.4, 49-65 (1998).
  • P. Hunt, 5 Cardinal Rules of Pricing Research. Strategy & Technique. (Dec), 18-19 (1999).
  • R. Kashyap, D.C. Boyanic, A Structural Analysis of Value, Quality and Price Perceptions of Business and Leisure Travelers. Journal of Travel Research. Aug, Vol.39, Issue 1, 45-51 (2000).
  • X. Yingjiao, A.T. Summers, B.D. Bonnie, Who Buys American Alligator? Predicting Purchase Intention of A Controversial Product. Journal of Business Research. 1-10 (2002).
  • H. Assael, Marketing Principles&Strategy. Second Edition, The Dryden Press, 1993.
  • K. Byung-Do, S. Kannan, Identifying Price Sensitive Consumers: The Relative Merits of Demographic Vs. Purchase Pattern Information. Journal of Retailing. Summer, Vol. 75 Issue 2, 173-193 (1999).
  • P. Popkowski, A. Sinha, H. Timmermans, Consumer Store Choice Dynamics: An Analysis of The Competitive Market Structure For Grocery Stores. Journal of Retailing. Vol. 76, 323-346 (2000).
  • E. Hooman, The Computational Effect of Price Endings in Multi-Dimensional Price Advertising. The Journal of Product and Brand Management. Vol. 8, Issue.3, 244- 256 (1999).
  • B. Scot, L.R. Donald, A Scale For Measuring Attitude Toward Private Label Products and Examinations of Its Psychological and Behavioral Correlates. Journal of the Academy of Marketing Science. (Fall), Vol.26 Issue 4, 293-307 (1998).
  • Z.Z. Kevin, S. Chenting, B. Yeqing, A Paradox of Price-Quality and Market Efficiency: A Comparative Study of The US and China Markets. International Journal of Research in Marketing. 19, 349-365 (2002).
  • R.D. Lichtenstein, B.H. Peter, B.C. William, Correlates of Price Acceptability. Journal of Consumer Research. Vol. 15, 243-252 (1988).
  • A.L. Bruce, B. Abhijit, The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention. Journal of Business Research. Vol. 55, 775-783 (2002).
  • T. Erdem, J. Swait, J. Louviere, The Impact of Brand Credibility on Consumer Price Sensitivity. International Journal of Consumer Price Sensitivity. Vol.19, 1-19 (2002).
  • D.J. Curry, P.C. Riesz, Prices and Price/Quality Relationships: A Longitudinal Analysis. Journal of Marketing. Vol.52, (Jan), 36-51 (1988).
  • Jr.J.J. Cronin, M.K. Brady, G.T.M. Hult, Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing. (Summer), Vol. 76, Issue 2, 193-217 (2000).
  • A.V. Zeithaml, Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. July 2-22 (1988).
  • H. Oh, Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective. Hospitality Management. 18, 67-82 (1999).
  • W.B. Dodds, B.K. Monroe, The Effect of Brand and Price Information on Product Evaluations. Advances in Consumer Research. Vol. 12, 85-90 (1985).
  • D. Grewal, B.K. Monroe, R. Krishnan, The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing. Vol. 62, 46-59 (1998).
  • J.C. Sweeney, N.G. Soutar, W.L. Johnson, Retail Service Quality and Perceived Value. Journal of Retailing and Consumer Services. Vol. 4, No.1, 39-48 (1997).
  • S. Varki, M. Colgate, The Role of Price Perceptions in An Integrated Model of Behavioural Intentions. Journal of Service Research. Vol.3, No.3, (February), 232
  • L.F. Feick, L.L. Price, The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing. Vol.51, (Jan), 83-97 (1987).
  • L.B. Alford, T.B. Engelland, Advertised Reference Price Effects on Consumer Price Estimates, Value Perception, and Search Intention. Journal of Business Research. Vol. 48, 93-100 (2000).
  • C. Berne, M.J. Mugica, M. Pedreja, P. Rivera, Factors Involved in Price Information- Seeking Behavior. Journal of Retailing and Consumer Services. Vol.8, 71-84 (2001).
  • P.R. Dickson, A.G. Sawyer, The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing. (Jul), Vol.54, Issue 3, 42-54 (1990).
  • V. Shankar, L. Krishnamurti, Relating Price Sensitivity to Retailer Promotional Variables and Pricing Policy: An Empirical Analysis. Journal of Retailing. Vol.72 Issue 3, 249-274 (1996).
  • V. Folkes, D.R. Wheat, Consumers’ Price Perceptions of Promoted Products. Journal of Retailing. Volume 71(3), 317-328 (1995).
  • D.R. Lichtenstein, G.R. Netemeyer, S. Burton, Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective. Journal of Marketing. (Jul), Vol. 54, 54-67 (1990).
  • P. Moreau, A. Krishna, B. Harlam, The Manufacturer-Retailer-Consumer Triad: Differing Perceptions Regarding Price Promotions. Journal of Retailing. Vol. 77, 547- 569 (2001).
  • B.K. Monroe, D.J. Chapman, Framing Effects on Buyers’ Subjective Product Evaluations. Advances in Consumer Research. Vol. 14, 193-197 (1987).
  • D.R. Lichtenstein, S. Burton, An Examination of Deal Proneness across Sales Promotion Types: A Consumer Segmentation Perspective. Journal of Retailing. (summer), Vol. 73 Issue 2, 283-295 (1997).
  • P. Raghubir, Coupon Value: A Signal for Price. Journal of Marketing Research. (Aug), Vol.35 Issue 3, 316-325 (1998).
  • M. Friestad, P. Wright, The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research. Vol. 21/1, 1-31 (1994).
  • J.W. Licata, A. Biswas, Ambiguity and Exaggeration in Price Promotion: Perceptions of The Elder And Non-elder Consumer. Journal of Consumer Affairs. (Summer), Vol. 32 Issue 1, 56-82 (1998).
  • F. Vigneron, W.L. Johnson, A Review and A Conceptual Framework of Prestige- Seeking Consumer Behaviour. Academy of Marketing Science. No.1, 1-15 (1999).
  • B. Calder, R. Burnkrant, Interpersonal Influence on Consumer Behaviour: An Attribution Theory Approach. Journal of Consumer Research. Vol. 4, (June), 29-38 (1977).
  • J. Agrawal, A.W. Kamakura, Country of Origin: A Competitive Advantage. International Journal of Research in Marketing. Vol.16, 255-267 (1999).
  • R.A. Peterson, A.J.P. Jolibert, A Meta Analysis of Country of Origin Effects. Journal of International Business Studies. Vol.26, 883-900 (1995)
  • W.J.P. Verlegh, E.M.J.-B. Steenkamp, A Review and Meta-Analysis of Country of Origin Research. Journal of Economic Psychology. Vol. 20, Issue 5, (October), 521
  • J. Myung-Soo, K. Nakamoto, E.J. Nelson, The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research. Vol.14, (February), 1-10 (2003).
  • G. Botschen, A. Hemettsberger, Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization. Journal of Business Research. Vol.42, 151-159 (1998).
  • S.M. Yadav, K. Seiders, Is the Price Right? Understanding Contingent Processing in Reference Price Formation. Journal of Retailing. Vol. 74/3, 311-329 (1998).
  • M. Laroche, et al., Consumers Use of Price Promotions: A model and Its Potential Moderators. Journal of Retailing and Consumer Services. Vol.8, 251-260 (2001).
  • D.R. Lichtenstein, M.N. Ridgway, G.R. Netemeyer, Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research. (May), Vol. 30, 234-245 (1993).
  • E.P. Green, S.D. Tull, G. Albaum, Research for Marketing Decisions. Fifth Edition, Prentice-Hall Inc., 1988.
  • K. Kurtulus, Marketing Research. (in Turkish), Seventh Edition, Istanbul, 2004.
  • G.W. Zikmund, Business Research Methods. Fifth Edition, The Dryden Press, 1997.
  • Jr.J. Hair, et al., Multivariate Data Analysis with Readings. Fifth Edition, Prentice- Hall International Inc., 1998.
  • G.A. Churchill, D. Iacobucci, Marketing Research Methodological Foundations. 8th Edition, Harcourt College Publishers, 2002.

Consumers' price perceptions as a segmentation criteria: An emerging market case

Year 2010, Volume: 39 Issue: 1, 21 - 34, 03.12.2009

Abstract

The main purpose of this study is to explain price perception heterogeneity in terms of behavioral and psychological variables related to price. The second purpose is to attempt to determine the segments of customers based on their price perceptions. In order to measure price perception, a multi item scale is developed from various existing scales and through focus group interviews. Data are collected from a sample of 600 supermarket customers. Structural equation modeling, cluster analysis, and chisquare analysis are used to reach research objectives. Validity and reliability tested scales used in this research are verified to be appropriate. As a result of these analyses, it is found that the customers can be clustered into four different groups or clusters according to price perceptions construct. These clusters can be used for segmentation purposes. Different cultures, different demographics might cause differences in price
perceptions. Therefore, comparative research can create useful insides in this regard. Four different segments developed in this research will help business managers to optimize their business and marketing plans and their execution. Characteristics of these clusters will also contribute to improve marketing strategies and tactics. First of all, a new dimension, namely domestic-national sensitivity is included in the price perception model first time. Secondly, this research also indicates that validity and reliability-tested scales can be used in further studies. This study shows that price perception based segmentation can be done.

References

  • R. Kalapurakal, P.R. Dickson, J.E. Urbany, Perceived Price Fairness and Dual Entitlment. Advances in Consumer Research. Vol. 18, 788-793 (1991).
  • D.B. William, B.K. Monroe, G. Dhruv, Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research. (August), Vol. 28, 307-319 (1991).
  • S. Peter, D. Weiserbs, Consumer Price Perceptions and Expectations. Oxford Economic Papers. Vol. 44, 35-50 (1992).
  • N.W. Ronald, S. Subhash, W.H. Douglas, Reference Price and Price Perceptions: A Comparison of Alternative Models. Journal of Consumer Research. (December), Vol. 28, 339-354 (2001).
  • M. Sarah, Rule Based Price Fairness and Its Effect on Willingness to Purchase. Journal of Economic Psychology. (Feb), 1-22 (2002).
  • J. Kamen, R. Toman, Psychophysics of Prices. Journal of Marketing Research. Vol.7, February 27-35 (1970).
  • B.K. Monroe, Buyers’ Subjective Perceptions of Price. Journal of Marketing Research. (Feb), Vol. 10, 70-80 (1973).
  • S.E. Gerald, N.T. Thomas, Frames of Reference and Buyers’ Perception of Price and Value. California Management Review. (Fall), Vol.38 No.1, 98-116 (1995).
  • M.C. Campbell, Why Did You Do That? The Important Role of Inferred Motive in Perceptions of Price Fairness. Journal of Product & Brand Management. Vol.8 No.2, 145-152 (1999).
  • M.K. McGowan, J.B. Sternquest, Dimensions of Price as a Marketing Universal: A Comparison of Japanese and U.S. Consumers. Journal of International Marketing. Vol.6, No.4, 49-65 (1998).
  • P. Hunt, 5 Cardinal Rules of Pricing Research. Strategy & Technique. (Dec), 18-19 (1999).
  • R. Kashyap, D.C. Boyanic, A Structural Analysis of Value, Quality and Price Perceptions of Business and Leisure Travelers. Journal of Travel Research. Aug, Vol.39, Issue 1, 45-51 (2000).
  • X. Yingjiao, A.T. Summers, B.D. Bonnie, Who Buys American Alligator? Predicting Purchase Intention of A Controversial Product. Journal of Business Research. 1-10 (2002).
  • H. Assael, Marketing Principles&Strategy. Second Edition, The Dryden Press, 1993.
  • K. Byung-Do, S. Kannan, Identifying Price Sensitive Consumers: The Relative Merits of Demographic Vs. Purchase Pattern Information. Journal of Retailing. Summer, Vol. 75 Issue 2, 173-193 (1999).
  • P. Popkowski, A. Sinha, H. Timmermans, Consumer Store Choice Dynamics: An Analysis of The Competitive Market Structure For Grocery Stores. Journal of Retailing. Vol. 76, 323-346 (2000).
  • E. Hooman, The Computational Effect of Price Endings in Multi-Dimensional Price Advertising. The Journal of Product and Brand Management. Vol. 8, Issue.3, 244- 256 (1999).
  • B. Scot, L.R. Donald, A Scale For Measuring Attitude Toward Private Label Products and Examinations of Its Psychological and Behavioral Correlates. Journal of the Academy of Marketing Science. (Fall), Vol.26 Issue 4, 293-307 (1998).
  • Z.Z. Kevin, S. Chenting, B. Yeqing, A Paradox of Price-Quality and Market Efficiency: A Comparative Study of The US and China Markets. International Journal of Research in Marketing. 19, 349-365 (2002).
  • R.D. Lichtenstein, B.H. Peter, B.C. William, Correlates of Price Acceptability. Journal of Consumer Research. Vol. 15, 243-252 (1988).
  • A.L. Bruce, B. Abhijit, The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention. Journal of Business Research. Vol. 55, 775-783 (2002).
  • T. Erdem, J. Swait, J. Louviere, The Impact of Brand Credibility on Consumer Price Sensitivity. International Journal of Consumer Price Sensitivity. Vol.19, 1-19 (2002).
  • D.J. Curry, P.C. Riesz, Prices and Price/Quality Relationships: A Longitudinal Analysis. Journal of Marketing. Vol.52, (Jan), 36-51 (1988).
  • Jr.J.J. Cronin, M.K. Brady, G.T.M. Hult, Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing. (Summer), Vol. 76, Issue 2, 193-217 (2000).
  • A.V. Zeithaml, Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. July 2-22 (1988).
  • H. Oh, Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective. Hospitality Management. 18, 67-82 (1999).
  • W.B. Dodds, B.K. Monroe, The Effect of Brand and Price Information on Product Evaluations. Advances in Consumer Research. Vol. 12, 85-90 (1985).
  • D. Grewal, B.K. Monroe, R. Krishnan, The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing. Vol. 62, 46-59 (1998).
  • J.C. Sweeney, N.G. Soutar, W.L. Johnson, Retail Service Quality and Perceived Value. Journal of Retailing and Consumer Services. Vol. 4, No.1, 39-48 (1997).
  • S. Varki, M. Colgate, The Role of Price Perceptions in An Integrated Model of Behavioural Intentions. Journal of Service Research. Vol.3, No.3, (February), 232
  • L.F. Feick, L.L. Price, The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing. Vol.51, (Jan), 83-97 (1987).
  • L.B. Alford, T.B. Engelland, Advertised Reference Price Effects on Consumer Price Estimates, Value Perception, and Search Intention. Journal of Business Research. Vol. 48, 93-100 (2000).
  • C. Berne, M.J. Mugica, M. Pedreja, P. Rivera, Factors Involved in Price Information- Seeking Behavior. Journal of Retailing and Consumer Services. Vol.8, 71-84 (2001).
  • P.R. Dickson, A.G. Sawyer, The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing. (Jul), Vol.54, Issue 3, 42-54 (1990).
  • V. Shankar, L. Krishnamurti, Relating Price Sensitivity to Retailer Promotional Variables and Pricing Policy: An Empirical Analysis. Journal of Retailing. Vol.72 Issue 3, 249-274 (1996).
  • V. Folkes, D.R. Wheat, Consumers’ Price Perceptions of Promoted Products. Journal of Retailing. Volume 71(3), 317-328 (1995).
  • D.R. Lichtenstein, G.R. Netemeyer, S. Burton, Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective. Journal of Marketing. (Jul), Vol. 54, 54-67 (1990).
  • P. Moreau, A. Krishna, B. Harlam, The Manufacturer-Retailer-Consumer Triad: Differing Perceptions Regarding Price Promotions. Journal of Retailing. Vol. 77, 547- 569 (2001).
  • B.K. Monroe, D.J. Chapman, Framing Effects on Buyers’ Subjective Product Evaluations. Advances in Consumer Research. Vol. 14, 193-197 (1987).
  • D.R. Lichtenstein, S. Burton, An Examination of Deal Proneness across Sales Promotion Types: A Consumer Segmentation Perspective. Journal of Retailing. (summer), Vol. 73 Issue 2, 283-295 (1997).
  • P. Raghubir, Coupon Value: A Signal for Price. Journal of Marketing Research. (Aug), Vol.35 Issue 3, 316-325 (1998).
  • M. Friestad, P. Wright, The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research. Vol. 21/1, 1-31 (1994).
  • J.W. Licata, A. Biswas, Ambiguity and Exaggeration in Price Promotion: Perceptions of The Elder And Non-elder Consumer. Journal of Consumer Affairs. (Summer), Vol. 32 Issue 1, 56-82 (1998).
  • F. Vigneron, W.L. Johnson, A Review and A Conceptual Framework of Prestige- Seeking Consumer Behaviour. Academy of Marketing Science. No.1, 1-15 (1999).
  • B. Calder, R. Burnkrant, Interpersonal Influence on Consumer Behaviour: An Attribution Theory Approach. Journal of Consumer Research. Vol. 4, (June), 29-38 (1977).
  • J. Agrawal, A.W. Kamakura, Country of Origin: A Competitive Advantage. International Journal of Research in Marketing. Vol.16, 255-267 (1999).
  • R.A. Peterson, A.J.P. Jolibert, A Meta Analysis of Country of Origin Effects. Journal of International Business Studies. Vol.26, 883-900 (1995)
  • W.J.P. Verlegh, E.M.J.-B. Steenkamp, A Review and Meta-Analysis of Country of Origin Research. Journal of Economic Psychology. Vol. 20, Issue 5, (October), 521
  • J. Myung-Soo, K. Nakamoto, E.J. Nelson, The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research. Vol.14, (February), 1-10 (2003).
  • G. Botschen, A. Hemettsberger, Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization. Journal of Business Research. Vol.42, 151-159 (1998).
  • S.M. Yadav, K. Seiders, Is the Price Right? Understanding Contingent Processing in Reference Price Formation. Journal of Retailing. Vol. 74/3, 311-329 (1998).
  • M. Laroche, et al., Consumers Use of Price Promotions: A model and Its Potential Moderators. Journal of Retailing and Consumer Services. Vol.8, 251-260 (2001).
  • D.R. Lichtenstein, M.N. Ridgway, G.R. Netemeyer, Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research. (May), Vol. 30, 234-245 (1993).
  • E.P. Green, S.D. Tull, G. Albaum, Research for Marketing Decisions. Fifth Edition, Prentice-Hall Inc., 1988.
  • K. Kurtulus, Marketing Research. (in Turkish), Seventh Edition, Istanbul, 2004.
  • G.W. Zikmund, Business Research Methods. Fifth Edition, The Dryden Press, 1997.
  • Jr.J. Hair, et al., Multivariate Data Analysis with Readings. Fifth Edition, Prentice- Hall International Inc., 1998.
  • G.A. Churchill, D. Iacobucci, Marketing Research Methodological Foundations. 8th Edition, Harcourt College Publishers, 2002.
There are 58 citations in total.

Details

Primary Language English
Journal Section Marketing and Marketing Research
Authors

Kemal Kurtuluş This is me

Abdullah Okumus

Publication Date December 3, 2009
Published in Issue Year 2010 Volume: 39 Issue: 1

Cite

APA Kurtuluş, K., & Okumus, A. (2009). Consumers’ price perceptions as a segmentation criteria: An emerging market case. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 39(1), 21-34.
AMA Kurtuluş K, Okumus A. Consumers’ price perceptions as a segmentation criteria: An emerging market case. İstanbul Üniversitesi İşletme Fakültesi Dergisi. December 2009;39(1):21-34.
Chicago Kurtuluş, Kemal, and Abdullah Okumus. “Consumers’ Price Perceptions As a Segmentation Criteria: An Emerging Market Case”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 39, no. 1 (December 2009): 21-34.
EndNote Kurtuluş K, Okumus A (December 1, 2009) Consumers’ price perceptions as a segmentation criteria: An emerging market case. İstanbul Üniversitesi İşletme Fakültesi Dergisi 39 1 21–34.
IEEE K. Kurtuluş and A. Okumus, “Consumers’ price perceptions as a segmentation criteria: An emerging market case”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, vol. 39, no. 1, pp. 21–34, 2009.
ISNAD Kurtuluş, Kemal - Okumus, Abdullah. “Consumers’ Price Perceptions As a Segmentation Criteria: An Emerging Market Case”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 39/1 (December 2009), 21-34.
JAMA Kurtuluş K, Okumus A. Consumers’ price perceptions as a segmentation criteria: An emerging market case. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2009;39:21–34.
MLA Kurtuluş, Kemal and Abdullah Okumus. “Consumers’ Price Perceptions As a Segmentation Criteria: An Emerging Market Case”. İstanbul Üniversitesi İşletme Fakültesi Dergisi, vol. 39, no. 1, 2009, pp. 21-34.
Vancouver Kurtuluş K, Okumus A. Consumers’ price perceptions as a segmentation criteria: An emerging market case. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2009;39(1):21-34.