Vol. 3 No. 2 (2018): Turkish Journal of Marketing
Articles

?PAY WHAT YOU WANT PRICING STRATEGY? AS A NEW SALES PROMOTION METHOD - AN EXPERIMENTAL STUDY ON FOOD AND BEVERAGE BUSINESSES

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  • Dilaysu ÇINAR,
  • İbrahim KIRÇOVA
Dilaysu ÇINAR
Beykent University
Bio
İbrahim KIRÇOVA
YILDIZ TECHNICAL UNIVERSITY/FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES/DEPARTMENT OF BUSINESS/DEPARTMENT OF PRODUCTION MANAGEMENT AND MARKETING/
DOI: https://doi.org/10.30685/tujom.v3i2.36

Published 08/19/2018

Keywords

  • Dilediğin Kadar Öde Fiyatlandırması,
  • Satış Promosyonu,
  • Pazarlama İletişimi
  • What You Want Pricing,
  • Sales Promotion,
  • Marketing Communication

How to Cite

ÇINAR, D., & KIRÇOVA, İbrahim. (2018). ?PAY WHAT YOU WANT PRICING STRATEGY? AS A NEW SALES PROMOTION METHOD - AN EXPERIMENTAL STUDY ON FOOD AND BEVERAGE BUSINESSES. Turkish Journal of Marketing, 3(2), 65–83. https://doi.org/10.30685/tujom.v3i2.36

Abstract

      In this study, it has been tried to determine whether the ?Pay What You Want (PWYW) Pricing? strategy can be used as a new sales promotion method. In this direction, average payment voluntariness of consumers towards the promotional product sold at PWYW pricing have tried to determine. The study also has been attempted to obtain information about what may be the elements determining the payment voluntariness of the consumers and what will be the consumers? attitude towards the firm that applies the PWYW pricing method and promotion used with PWYW. As a result of the study, it has been determined that consumers may have more payment voluntariness to the promotional product if the company is not aim to make a profit. Additionally, it has been observed that as the level of knowledge about the reference price and as the level of satisfaction, altruism, income and fairness increases, the payment voluntariness of consumers increases. Finally, it has reached that the participants can be in a positive attitude towards the promotion and company applying this method.

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References

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