Companies increasingly take advantage of cause-related marketing (CRM) in order to increase sales... more Companies increasingly take advantage of cause-related marketing (CRM) in order to increase sales, improve their image and support causes at the same time. The effectiveness of cause-related marketing depends on a number of factors. Therefore, this research examines whether customer response to CRM differs according to cause type, price-donation amount, and gender. Data collected from a convenience sample of 113 academicians enrolled at Uşak University in Turkey were analyzed using Repeated Measures ANOVA. The results indicate that gender and price donation do not affect the purchase intention of the consumer, however it was found that the purchase intention of the consumer differs in the types of social causes and gender * price-donation interaction.
Within the marketing field, one of the main responsibility for marketers is to determine and targ... more Within the marketing field, one of the main responsibility for marketers is to determine and target the most appropriate consumer. So, social class plays a significant role on consumers’ decision making process. Today marketers divide their goods as high involvement goods to attract the affluent and luxury orientated consumers, low involvement goods to attract the less affluent consumers and also behavioural intervention to influence behaviours so as to promote social welfare and discipline. The aim of this study is to critically discuss as to what level social class influences consumer behaviour by briefly highlighting the definitions and makeup of social class, its impact on buying behaviour and presenting a case study of Britain in accordance to the context being discussed. The study shows that the stronger the motivations and beliefs of individuals, the more unrelenting are their commitments and actions. Having established consumer behaviour as a function of personal and contextual factors it is only right to conclude that social class plays major roles in understanding and predicting consumer behaviour and thereafter adjusting marketing plans and strategies.
One of the significant features of modern marketing is its consumer-oriented approach. Because of... more One of the significant features of modern marketing is its consumer-oriented approach. Because of the multiple
effects of pricing decisions, the importance of the consumer-oriented approach increases. Accordingly, business
organizations have to take into account consumers’ perception in their pricing decisions. Van Westendorp Price
Sensitivity Meter is one of the price sensitivity methods which is used to measure price sensitivity of consumers.
The responses of four questions in the scale are displayed graphically using plots of cumulative percentages for each
question in Van Westendorp PSM.
Three important findings related with pricing can be obtained by this method. These are Optimal Price Point,
The Range of Acceptable Price and Indifference Price. In this study, the prices are listed as: optimal price 360 TL,
indifference price 345 TL and the range of acceptable price 320 TL - 385 TL. These findings show that the price
sensitivity of the university students on private dormitories is high.
Uşak Üniversitesi Sosyal Bilimler Dergisi - USAK UNIVERSITY JOURNAL OF SOCIAL SCIENCES, 2013
Bu araştırmada, üniversitedeki şikayet yönetimi mekanizmasının incelenmesi ve öğrenci bakış açısı... more Bu araştırmada, üniversitedeki şikayet yönetimi mekanizmasının incelenmesi ve öğrenci bakış açısıyla değerlendirilmesi amaçlanmaktadır. Araştırmanın örneklemi, ‘öneri/şikayet formu’ ile üniversiteye şikayette bulunmuş 61 öğrenciden oluşmaktadır. Bu çalışmada, veriler Ekiz vd. (2008), Kılıç ve Ok (2012), Sarıdaldı ve Sevim (2009)’ in çalışmalarındaki önermeler ve hazırladıkları örnek sorulardan yararlanılarak şikayet yönetim mekanizmasını ve bu mekanizmaya yönelik öğrencilerin tutumlarını öğrenmeye yönelik olarak hazırlanan 34 maddelik şikayet değerlendirme formu ve katılımcıların demografik özelliklerini belirlemeye yönelik olarak araştırmacılar tarafından hazırlanan 7 maddelik kişisel bilgi formu ile toplanmıştır.
Elde edilen bulguların analizi sonucunda üniversitedeki mevcut şikayet yönetimi mekanizmasındaki eksiklikler, değiştirilmesi ve geliştirilmesi gereken hususlar belirlenmiştir.
Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cabl... more Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD"s, magazine, books, musicals, internet and mobile phones and etc. Humankind are exposed to product placement in mainstream media, occasionally even without knowing it.
Companies increasingly take advantage of cause-related marketing (CRM) in order to increase sales... more Companies increasingly take advantage of cause-related marketing (CRM) in order to increase sales, improve their image and support causes at the same time. The effectiveness of cause-related marketing depends on a number of factors. Therefore, this research examines whether customer response to CRM differs according to cause type, price-donation amount, and gender. Data collected from a convenience sample of 113 academicians enrolled at Uşak University in Turkey were analyzed using Repeated Measures ANOVA. The results indicate that gender and price donation do not affect the purchase intention of the consumer, however it was found that the purchase intention of the consumer differs in the types of social causes and gender * price-donation interaction.
Within the marketing field, one of the main responsibility for marketers is to determine and targ... more Within the marketing field, one of the main responsibility for marketers is to determine and target the most appropriate consumer. So, social class plays a significant role on consumers’ decision making process. Today marketers divide their goods as high involvement goods to attract the affluent and luxury orientated consumers, low involvement goods to attract the less affluent consumers and also behavioural intervention to influence behaviours so as to promote social welfare and discipline. The aim of this study is to critically discuss as to what level social class influences consumer behaviour by briefly highlighting the definitions and makeup of social class, its impact on buying behaviour and presenting a case study of Britain in accordance to the context being discussed. The study shows that the stronger the motivations and beliefs of individuals, the more unrelenting are their commitments and actions. Having established consumer behaviour as a function of personal and contextual factors it is only right to conclude that social class plays major roles in understanding and predicting consumer behaviour and thereafter adjusting marketing plans and strategies.
One of the significant features of modern marketing is its consumer-oriented approach. Because of... more One of the significant features of modern marketing is its consumer-oriented approach. Because of the multiple
effects of pricing decisions, the importance of the consumer-oriented approach increases. Accordingly, business
organizations have to take into account consumers’ perception in their pricing decisions. Van Westendorp Price
Sensitivity Meter is one of the price sensitivity methods which is used to measure price sensitivity of consumers.
The responses of four questions in the scale are displayed graphically using plots of cumulative percentages for each
question in Van Westendorp PSM.
Three important findings related with pricing can be obtained by this method. These are Optimal Price Point,
The Range of Acceptable Price and Indifference Price. In this study, the prices are listed as: optimal price 360 TL,
indifference price 345 TL and the range of acceptable price 320 TL - 385 TL. These findings show that the price
sensitivity of the university students on private dormitories is high.
Uşak Üniversitesi Sosyal Bilimler Dergisi - USAK UNIVERSITY JOURNAL OF SOCIAL SCIENCES, 2013
Bu araştırmada, üniversitedeki şikayet yönetimi mekanizmasının incelenmesi ve öğrenci bakış açısı... more Bu araştırmada, üniversitedeki şikayet yönetimi mekanizmasının incelenmesi ve öğrenci bakış açısıyla değerlendirilmesi amaçlanmaktadır. Araştırmanın örneklemi, ‘öneri/şikayet formu’ ile üniversiteye şikayette bulunmuş 61 öğrenciden oluşmaktadır. Bu çalışmada, veriler Ekiz vd. (2008), Kılıç ve Ok (2012), Sarıdaldı ve Sevim (2009)’ in çalışmalarındaki önermeler ve hazırladıkları örnek sorulardan yararlanılarak şikayet yönetim mekanizmasını ve bu mekanizmaya yönelik öğrencilerin tutumlarını öğrenmeye yönelik olarak hazırlanan 34 maddelik şikayet değerlendirme formu ve katılımcıların demografik özelliklerini belirlemeye yönelik olarak araştırmacılar tarafından hazırlanan 7 maddelik kişisel bilgi formu ile toplanmıştır.
Elde edilen bulguların analizi sonucunda üniversitedeki mevcut şikayet yönetimi mekanizmasındaki eksiklikler, değiştirilmesi ve geliştirilmesi gereken hususlar belirlenmiştir.
Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cabl... more Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD"s, magazine, books, musicals, internet and mobile phones and etc. Humankind are exposed to product placement in mainstream media, occasionally even without knowing it.
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effects of pricing decisions, the importance of the consumer-oriented approach increases. Accordingly, business
organizations have to take into account consumers’ perception in their pricing decisions. Van Westendorp Price
Sensitivity Meter is one of the price sensitivity methods which is used to measure price sensitivity of consumers.
The responses of four questions in the scale are displayed graphically using plots of cumulative percentages for each
question in Van Westendorp PSM.
Three important findings related with pricing can be obtained by this method. These are Optimal Price Point,
The Range of Acceptable Price and Indifference Price. In this study, the prices are listed as: optimal price 360 TL,
indifference price 345 TL and the range of acceptable price 320 TL - 385 TL. These findings show that the price
sensitivity of the university students on private dormitories is high.
Elde edilen bulguların analizi sonucunda üniversitedeki mevcut şikayet yönetimi mekanizmasındaki eksiklikler, değiştirilmesi ve geliştirilmesi gereken hususlar belirlenmiştir.
effects of pricing decisions, the importance of the consumer-oriented approach increases. Accordingly, business
organizations have to take into account consumers’ perception in their pricing decisions. Van Westendorp Price
Sensitivity Meter is one of the price sensitivity methods which is used to measure price sensitivity of consumers.
The responses of four questions in the scale are displayed graphically using plots of cumulative percentages for each
question in Van Westendorp PSM.
Three important findings related with pricing can be obtained by this method. These are Optimal Price Point,
The Range of Acceptable Price and Indifference Price. In this study, the prices are listed as: optimal price 360 TL,
indifference price 345 TL and the range of acceptable price 320 TL - 385 TL. These findings show that the price
sensitivity of the university students on private dormitories is high.
Elde edilen bulguların analizi sonucunda üniversitedeki mevcut şikayet yönetimi mekanizmasındaki eksiklikler, değiştirilmesi ve geliştirilmesi gereken hususlar belirlenmiştir.