FARKLI DÖVİZ KURLARINDA FİYAT ALGILARI: KALİTE VE FİYAT BİLİNÇLİ TÜKETİM AÇISINDAN KIYASLAMA

Abstract

The aim of the study is to determine the price perceptions of consumers in comparison with different exchange rates and to evaluate them in terms of price and quality conscious consumption. In this study the data obtained with survey method, 120 academic staff working at Dumlupınar University in Kütahya were analyzed by multivariate and univariate statistical analysis methods. According to the results of the analysis, high price perceptions are perceived to be more expensive than product groups in high exchange rates and Turkish Lira. In addition, when the purchase intention is examined, it is observed that the low exchange rate is partially higher than the higher exchange rate. In this study, the effects of price perceptions for different exchange rates on purchase intention by product categories were examined by regression analysis. When the regression analysis results are evaluated in terms of high exchange rate, low exchange rate and cheap-expensive and purchasing intention according to Turkish Lira, it is concluded that all three types of evaluation results have negative effect on purchasing intention. Similar scale and similar study conducted in this context is the originality of the study and its contribution to the literature. The findings are expected to provide significant implications for users in terms of foreign exchange market buying behavior interaction