The role of pricing strategies on consumer purchasing decisions

Abstract

Bu tez, Diwan grup şirketlerindeki (DGC) tüketici satın alma kararlarına (CPD) ilişkin fiyatlandırma stratejilerinin (PS) rolü üzerine odaklanmaktadır. Anket yontemi uygulanmistir. Orneklem olarak (320)kisiye ulasilmistir. Anket sorulari 29 sorudan olusmustur. Daha sonra Faktor analizi ile faktorel aciklamasi yapilmistir.Bes faktor (61.674%) aciklayicili oranina ulasilmistir.

This thesis focuses on studying the role of pricing strategies (PSs) on consumer purchasing decisions (CPD) at Diwan group of companies (DGC). Thus, researcher will study both from primary and secondary data. The thesis took a quantitative approach; (320) questionnaires, comprising (29) questions, collected (300) questionaries' after that used SPSS for analysis data. Results clearly indicated a significant usage factor analysis and Principal Components Analysis (PCA). Finally, have quite reasonable influence on buying items in DGC by (61.674%) variability.