In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power... more
In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variables of trust and loyalty to luxury brands, brand preference and price sensitivity, and to determine whether there is a meaningful relationship between these variables. If there is, to investigate the mediating role of price sensitivity in the effect of consumer trust and loyalty to luxury brands on brand preference. The methodological framework of the research includes planned behaviour theory to predict customers' intentions and behaviours towards luxury brands. The information base of the research includes data from the online survey of 563 respondents from Turkey. Among the main research methods applied in the study are descriptive statistics and correlation analysis. SPSS 22.0 and AMOS software, as well as the principles of structural equation modeling are used to analyze the data. In the research, we could not determine the mediating role of price sensitivity in the effect of brand trust and loyalty on brand preference. A statistically significant, positive, and healthy relationship exists between brand trust and brand loyalty and brand preference. The study shows that the effect of price sensitivity and brand trust on brand preference is weak. The theoretical and practical importance of the study is to support companies in developing successful luxury branding strategies and to contribute to the luxury brand literature.
Article History Keywords Visual merchandising Price sensitivity SOR PLS-SEM Impulse purchase Behavior Apparel shoppers. JEL Classification: L11, G41. The intense competition among apparel retail outlets in Bangladesh are on the rise. Due... more
Article History Keywords Visual merchandising Price sensitivity SOR PLS-SEM Impulse purchase Behavior Apparel shoppers. JEL Classification: L11, G41. The intense competition among apparel retail outlets in Bangladesh are on the rise. Due to the increasing number of these outlets, young consumers tend to differentiate the apparel products by visiting stores and compare prices with other outlets and end up with impulse purchase. The purpose of this study is to examine the relationship between visual merchandising, price sensitivity and impulse purchase behavior among young apparel shoppers. For this purpose, the sample of 305 young shoppers in Bangladesh completed the questionnaire. Stimulus Organism and Response (SOR) model was employed. The data were analyzed by deploying partial least squares structural equation modeling (PLS-SEM). By applying two-step approach for instance, measurement model for indicator loadings, convergent validity, reliability and structural model for path analysis, the result signifies that both visual merchandising and price sensitivity positively and significantly affects shoppers' shopping enjoyment and impulse purchase behavior, which shoppers' shopping enjoyment positively affects impulse purchase behavior. Results also found that shopping enjoyment mediates the relationship between visual merchandising, price sensitivity and impulse purchase behavior. The findings are useful for retailers to understand the essence of impulse purchasing behavior and factors, such as visual merchandising and price sensitivity, which can have great impact on impulse purchase behaviors among consumers. Contribution/Originality: The study contributes in the existing literature by employing external stimulus and organism of SO -R model. Variables of this study are widely being exercised but limited to apparel product purchasing behavior in Bangladesh context.
Purpose—To encourage sustainable consumer practices, public policy makers introduce new ecological measures, including mandatory programs that require companies to provide environmental information about their products, even if not... more
Purpose—To encourage sustainable consumer practices, public policy makers introduce new ecological measures, including mandatory programs that require companies to provide environmental information about their products, even if not flattering. Few academic studies have considered the potential impact of such mandatory eco-labels on consumer behaviour; this article seeks to identify conditions in which a generalized eco-label in stores might modify consumers’ purchase choices.
Methodology—Two quasi-experimental studies (N = 333, 126) manipulate environmental information with a simple, traffic light–shaped eco-label. The measures focused on respondents’ choice or purchasing intentions, perceptions of the environmental harmfulness of each product, and individual characteristics (i.e., environmental concern, price sensitivity, familiarity with environmental information about the product category).
Findings—The presence of an eco-label influences consumers’ beliefs about products’ environmental harm and thus choice. The effect of perceived harmfulness on choice is moderated by environmental concern and price sensitivity, though the combinatory effects arise for only one of the two product categories tested (dish soap, not yoghurt). With a third product category (paper towels), Study 2 confirms the influence of familiarity with environmental information.
Research limitations/implications—Familiarity with environmental information accounts for some differences across product categories, but other factors come into play. These results must be interpreted carefully due to the use of a fictive eco-label.
Originality/value—This article examines the potential effects of a generalized, mandatory program. It also addresses the lack of consistent label effectiveness across product categories, with a possible explanation based on perceived familiarity with environmental information.
One of the major obstacles to effective pricing emanates from difficulties experienced in predicting business buyers' price sensitivity. With a view to obviating these obstacles, this study examines the effect offive key physical... more
One of the major obstacles to effective pricing emanates from difficulties experienced in predicting business buyers' price sensitivity. With a view to obviating these obstacles, this study examines the effect offive key physical distribution service quality dimensions on price sensitivity from the perspective of small and medium retail buyers. Based on a survey of 233 cellular phone retailers in China, the authors articulate how the five salient service quality dimensions exert either direct effects on price sensitivity or indirect impacts through perceived value and customer satisfaction. Theoretical and managerial implications are also provided for effective retailer relationship management, profitability improvement, and customer segmentation in
distribution channels.
In an uncertain and competitive environment, product portfolio management (PPM) becomes more challenging for manufacturers to decide what to make and establish the most beneficial product portfolio. In this paper, a novel approach in PPM... more
In an uncertain and competitive environment, product portfolio management (PPM) becomes more challenging for manufacturers to decide what to make and establish the most beneficial product portfolio. In this paper, a novel approach in PPM is proposed in which the environment uncertainty, competitors' behavior and customer's satisfaction are simultaneously considered as the most important criteria in achieving a successful business plan. In terms of uncertainty, the competitors' product portfolios are assumed as different scenarios with discrete occurrence probabilities. In order to consider various customer preferences, three different market segments are assumed in which the sensitivity of customers towards the products price are considered as high, medium and low and modeled by means of a modified utility functions. The best product portfolio with minimum risk of loss and maximum customer satisfaction is then established by means of a novel regret minimization index. The proposed index aims at finding the best product portfolio which minimizes the total possible loss and regret of the manufacturer, with respect to the other competitors of the market. To better illustrate the practicality of the approach, a numerical example is presented. The results show that the selected products in the suggested portfolio have the highest utility value in all market segments and also they are expected to achieve the highest expected payoff in each possible marketing scenario.
One of the major obstacles to effective pricing emanates from difficulties experienced in predicting business buyers' price sensitivity. With a view to obviating these obstacles, this study examines the effect of five key physical... more
One of the major obstacles to effective pricing emanates from difficulties experienced in predicting business buyers' price sensitivity. With a view to obviating these obstacles, this study examines the effect of five key physical distribution service quality dimensions on price sensitivity from the perspective of small and medium retail buyers. Based on a survey of 233 cellular phone retailers in China, the authors articulate how the five salient service quality dimensions exert either direct effects on price sensitivity or indirect impacts through perceived value and customer satisfaction. Theoretical and managerial implications are also provided for effective retailer relationship management, profitability improvement, and customer segmentation in distribution channels.
ÖZ İşletmelerin hedefledikleri satış miktarına ve kâra ulaşabilmeleri için tüketicilerin fiyat duyarlılıkları, fiyat bilinç düzeyleri, ödeme isteklilikleri gibi birçok faktörü dikkate alarak doğru fiyat belirlemeleri ve uygun fiyat... more
ÖZ İşletmelerin hedefledikleri satış miktarına ve kâra ulaşabilmeleri için tüketicilerin fiyat duyarlılıkları, fiyat bilinç düzeyleri, ödeme isteklilikleri gibi birçok faktörü dikkate alarak doğru fiyat belirlemeleri ve uygun fiyat farklılaştırması yapmaları gerekmektedir. Bu çalışmanın amacı da, her şey dâhil sistemde hizmet veren bir otel işletmesinde konaklayan turistlerin demografik özelliklerine ve tatil davranışı özelliklerine göre fiyat duyarlılıklarının karşılaştırılmasıdır. Bu kapsamda, Aydın ilinde faaliyet gösteren 5 yıldızlı bir otel işletmesinde durum (örnek olay) çalışması gerçekleştirilmiştir. Çalışma Temmuz 2017-Ağustos 2017 ayları ile sınırlandırılmıştır. Çalışma sonucunda, katılımcıların demografik özelliklerine ve tatil davranışı özelliklerine göre farklı fiyat algısına ve fiyat duyarlılığına sahip oldukları sonucuna ulaşılmıştır. Anahtar Kelimeler: Fiyat Duyarlılık Ölçümü, Fiyat Farklılaştırma, Ödeme İstekliliği ABSTRACT In order to achieve target sales volume and profitability for enterprises, ought to determine price correctly and differentiate price appropriately by taking into consideration many factors such as customers' price sensitivity, price consciousness levels and willingness to pay. In this context, a case study was conducted with a 5 star hotel enterprise in Aydın. The study is limited to July 2017-August 2017. The result of the study is that they have different price perception and price sensitivity according to demographic characteristics and holiday behavior characteristics of the participants.
In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power... more
In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variables of trust and loyalty to luxury brands, brand preference and price sensitivity, and to determine whether there is a meaningful relationship between these variables. If there is, to investigate the mediating role of price sensitivity in the effect of consumer trust and loyalty to luxury brands on brand preference. The methodological framework of the research includes planned behaviour theory to predict customers’ intentions and behaviours towards luxury brands. The information base of the research includes data from the online survey of 563 respondents from Turkey. Among the main research methods applied in the study are descriptive statistics and correlation analysis. SPSS 22.0 and AMOS...
Günümüz de postmodern çağın başlamasıyla beraber tüketicilerin bilinçlenmesi artmıştır. Bu bilinçlenme ile tüketilen ürünlerin nasıl ve ne şekilde üretildiği merak edilmektedir. Üretim aşamasında uygulanan tekniklerin ürünlere etkisi ve... more
Günümüz de postmodern çağın başlamasıyla beraber tüketicilerin bilinçlenmesi artmıştır. Bu bilinçlenme ile tüketilen ürünlerin nasıl ve ne şekilde üretildiği merak edilmektedir. Üretim aşamasında uygulanan tekniklerin ürünlere etkisi ve bu ürünlerin tüketilmesi sonucu insan sağlığına etkileri gibi konular bilinçli tüketiciler tarafından önem arz eden bir durum haline gelmiştir. Bu yüzden de tüketicilerin ilgisi, endüstriyel ürünlerden organik ürünlere doğru kaymaktadır. Literatürde, tüketicilerin organik ürünlere karşı duyarlılıklarının sosyo-ekonomik ve demografik faktörlerle ilintili olduğu yapılan araştırmalarda görülmektedir. Aynı zamanda tüketicilerin organik ürünlere karşı tutum ve davranışları incelenmiş olsa da organik ürünlere karşı fiyat duyarlılığı konusuna fazla değinilmemiştir. Bu nedenle çalışmamızda tüketicilerin organik ürünlere karşı fiyat duyarlılığının demografik açıdan incelenmesi amaçlanmaktadır. Bu amaç doğrultusunda, kolayda örnekleme yolu ile ulaşılan Kahramanmaraş ilinde yaşayan 300 katılımcıya anket uygulanmıştır. Elde edilen veriler SPSS paket programında istatistiksel analizlere tabi tutulmuştur.
