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- Title
Tüketicilerin Gri Pazar Ürün Tercihleri Üzerine Bir Araştırma.
- Authors
Ceylan, Hasan Hüseyin; Köse, Bekir
- Abstract
Academic interest in gray markets, which represents the sale of a product outside authorized distribution channels, has been steadily increasing. In literature, many studies on gray markets with producer and distribution channel orientation can be seen, whereas the number of studies from consumer perspective is quite scarce. Thus, the investigation of the subject from consumer perspective will help the dynamics of gray market to be evaluated in a holistic view. In this study, it is aimed to examine consumers' views and evaluation toward gray markets. Consumer evaluations of the hypothetical product profiles formed by the combination of mobile phone features and levels determined for this purpose have been tested by using conjoint analysis. According to the findings of the research, consumer give importance to the guarantee source and sales environment the most in product preference, and the price and warranty period come later. In addition, distributor guarantee has higher utility value than the importer firm warranty.
- Publication
Karamanoglu Mehmetbey University Journal of Social & Economic Research / Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomi̇k Araştırmalar Dergi̇si, 2018, Vol 20, Issue 34, p1
- ISSN
2147-7833
- Publication type
Article