A Study Regarding the Attitudes that are Effective on the Price Perception of Consumers that Shop from the Retail Stores

Abstract

In this day and time, in which we experience an intense competition, being aware of the knowledge of the desires and demands of the consumers who shop from the retail setting and discovering the reasons behind these are important steps which will carry the businesses to success. According to various criteria, the consumer, by being effected by internal (sense, attitude, learning and instincts, etc.) and external (cultural factors, social class and lifestyle, etc.) factors, shape their decisions to purchase products and services. In this context, the businesses will be successful by prevailing in the competition, considering the recognition of the behaviour of the consumers that are in their target market and by improving the related marketing combination components (product, price, promotion and place). In order for the businesses to create efficient marketing programs and to reach their goal, they need to decide on the pricing decisions, in conjunction with other marketing combination elements (product, distribution and promotion) and considering the consumers in target market. In our study, in order to recognize the consumers in the target market and to reveal their price sensibilities, the examined issue is “the Attitudes That Are Effective on Consumer Price Perception”. It is reflected that, recognizing the attitudes that are influential in consumers’ price perceptions will enable the better understanding of the consumers in the target market and the establishment of a better service. In this study which relies on this purpose, surveys has been conducted to understand the “Attitudes That Are Effective on Consumer Price Perception” and the resulting “Purchasing Behaviours” of the consumers in Turkey. For the survey, consumers who are over 18 years old and shop from the retail stores are interviewed face to face and convenience sampling method has been used. Factor analysis and regression has been applied to the results that are obtained. It is reflected that the study results will be beneficial for the national or international businesses. DOI: 10.5901/mjss.2013.v4n11p451