{"id":794711,"date":"2022-06-16T11:00:10","date_gmt":"2022-06-16T11:00:10","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/davranissal-fiyatlandirma-adimlar-ve-ucretsiz-orneklerle-nedir\/"},"modified":"2022-06-16T11:00:10","modified_gmt":"2022-06-16T11:00:10","slug":"davranissal-fiyatlandirma-adimlar-ve-ucretsiz-orneklerle-nedir","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/tr\/davranissal-fiyatlandirma-adimlar-ve-ucretsiz-orneklerle-nedir\/","title":{"rendered":"Davran\u0131\u015fsal fiyatland\u0131rma: Ad\u0131mlar ve \u00dccretsiz \u00d6rneklerle Nedir?"},"content":{"rendered":"

Davran\u0131\u015fsal fiyatland\u0131rma, emtia fiyatland\u0131rmas\u0131na y\u00f6nelik hen\u00fcz nispeten yeni bir yakla\u015f\u0131md\u0131r. Al\u0131c\u0131lar\u0131n davran\u0131\u015flar\u0131, bir \u00fcr\u00fcn\u00fcn fiyat\u0131na karar vermek i\u00e7in kullan\u0131l\u0131r.<\/span><\/p>\n

Bunu dinleyen \u00e7o\u011fu insan, bunun i\u015fletmeler i\u00e7in son derece faydal\u0131 ve al\u0131c\u0131lar i\u00e7in y\u0131k\u0131c\u0131 oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor. Ancak konuya daha kapsaml\u0131 bir bak\u0131\u015f, davran\u0131\u015fsal ekonomi hakk\u0131ndaki pop\u00fcler kli\u015felerin olduk\u00e7a yan\u0131lt\u0131c\u0131 oldu\u011funu ortaya koymaktad\u0131r.<\/span><\/p>\n

Arama ge\u00e7mi\u015fleri, \u00e7evrimi\u00e7i sat\u0131n alma modelleri, demografik veriler<\/a> ve sosyal a\u011f profilleri davran\u0131\u015flar\u0131 do\u011frulamak i\u00e7in kullan\u0131labilir. \u00d6rneklerle ve nas\u0131l yap\u0131laca\u011f\u0131n\u0131 ayr\u0131nt\u0131l\u0131 olarak \u00f6\u011frenin.<\/span><\/p>\n

Davran\u0131\u015fsal Fiyatland\u0131rma Nedir?<\/span><\/h2>\n

Davran\u0131\u015fsal fiyatland\u0131rma, t\u00fcketici davran\u0131\u015f<\/a> kal\u0131plar\u0131na dayal\u0131 olarak fiyat belirleme y\u00f6ntemidir. T\u00fcketici davran\u0131\u015f kal\u0131plar\u0131n\u0131 ortaya \u00e7\u0131karmak i\u00e7in b\u00fcy\u00fck miktarda ilgili veri analiz edilir. Ayn\u0131 zamanda daha geni\u015f bir alan olan davran\u0131\u015fsal ekonominin de bir bile\u015fenidir.<\/span><\/p>\n

Basit\u00e7e ifade etmek gerekirse, geleneksel fiyatland\u0131rma teorisinde, rasyonel de\u011fi\u015fkenlerin al\u0131c\u0131 davran\u0131\u015f\u0131n\u0131<\/a> etkiledi\u011fi d\u00fc\u015f\u00fcn\u00fclmektedir. M\u00fc\u015fteriler eksiksiz fiyat bilgisi al\u0131r ve t\u00fcm m\u00fc\u015fteri se\u00e7enekleri \u00e7ok a\u00e7\u0131kt\u0131r. T\u00fcketici bir de\u011fer (\u00fcr\u00fcn) se\u00e7er ve bu sat\u0131n alma i\u015flemini yaparak o maldan elde edece\u011fi faydalar\u0131n maksimize edilmesini bekler.<\/span><\/p>\n

M\u00fc\u015fteriler her zaman mant\u0131kl\u0131 tepkiler vermezler ve bu t\u00fcr maliyet-fayda modelleri bunu hesaba katmaz. Klasik fiyatland\u0131rma teorisinin varsay\u0131mlar\u0131ndan farkl\u0131 davran\u0131rlar; bir fiyat\u0131 \u00fcreticinin itibar\u0131 veya kendi paralar\u0131 gibi \u00e7e\u015fitli kriterlere g\u00f6re de\u011ferlendirirler. Onlar da tahmin edilebilir \u015fekilde hareket etmezler. Bir \u00fcr\u00fcn i\u00e7in aramalar\u0131n\u0131 duraklatabilir ve daha sonra devam edebilirler. Fiyatland\u0131rmay\u0131 hat\u0131rlamakta ve kesin kar\u015f\u0131la\u015ft\u0131rmalar yapmakta zorlan\u0131rlar.<\/span><\/p>\n

Sonu\u00e7 olarak, fiyatland\u0131rma kararlar\u0131n\u0131n bir\u00e7ok fakt\u00f6re ba\u011fl\u0131 oldu\u011fu g\u00f6r\u00fclmektedir. Fiyatland\u0131rman\u0131n bir\u00e7ok y\u00f6n\u00fc vard\u0131r ve rasyonel de\u011ferlendirmeler bunlardan sadece bir tanesidir. Klasik teoride, davran\u0131\u015fsal, duygusal ve \u00f6zellikle bili\u015fsel fakt\u00f6rlerin sadece k\u00fc\u00e7\u00fck bir etkisi vard\u0131r. Bu ara\u015ft\u0131rma, m\u00fc\u015fterilerin bir \u00fcr\u00fcn\u00fcn fiyat\u0131na nas\u0131l karar verdi\u011fini daha iyi anlamak i\u00e7in \u00f6znel unsurlara odaklanmaktad\u0131r.<\/span><\/p>\n

Bu, fiyatland\u0131rmaya dayal\u0131 bir t\u00fcr ayr\u0131mc\u0131l\u0131kt\u0131r. Fiyat ayr\u0131mc\u0131l\u0131\u011f\u0131, m\u00fc\u015fteri hakk\u0131ndaki bilgilere ba\u011fl\u0131 olarak \u00e7e\u015fitli t\u00fcketicilerin \u00f6dedi\u011fi fiyatlar\u0131 de\u011fi\u015ftirerek kar\u0131 art\u0131rmay\u0131 ama\u00e7lar.<\/span><\/p>\n

Davran\u0131\u015fsal Fiyatland\u0131rma \u00d6rnekleri<\/span><\/h2>\n

Diyelim ki bir m\u00fc\u015fteri yazl\u0131k bir midi elbise sat\u0131n almak istiyor. Google’\u0131 kullanarak ara\u015ft\u0131rma yap\u0131yor ve \u00e7e\u015fitli \u00e7evrimi\u00e7i perakendecileri ve sat\u0131c\u0131 platformlar\u0131n\u0131 ziyaret ediyor. Bir ma\u011faza davran\u0131\u015fsal fiyatland\u0131rma uyguluyor ve ziyaretlerini takip ediyor. Sat\u0131c\u0131 ayr\u0131ca taray\u0131c\u0131n\u0131n arama ge\u00e7mi\u015fi veya web sitesinin ekmek k\u0131r\u0131nt\u0131lar\u0131 gibi ilgili verileri de okuyabilir. M\u00fc\u015fteri \u00f6nce siteden ayr\u0131l\u0131r ancak k\u0131sa s\u00fcre sonra \u00fcr\u00fcn sayfas\u0131na bakmak i\u00e7in geri d\u00f6ner. Ma\u011faza, \u00fcr\u00fcn sayfas\u0131n\u0131 zaten ziyaret etti\u011fi i\u00e7in bu m\u00fc\u015fterinin o \u00fcr\u00fcn i\u00e7in istekli oldu\u011funu bilir.<\/span><\/p>\n

M\u00fc\u015fteri bu \u00fcr\u00fcn sayfas\u0131na geri d\u00f6nerse, sat\u0131c\u0131 bu bilgileri yazl\u0131k midi elbisenin fiyat\u0131n\u0131 art\u0131rmak i\u00e7in kullanabilir. Bu durum pratikte de ya\u015fanmaktad\u0131r. M\u00fc\u015fteriler belirli perakendecileri ve \u00fcr\u00fcn sayfalar\u0131n\u0131 bir\u00e7ok kez ziyaret etti\u011finde, \u00fcr\u00fcnlerin fiyatlar\u0131 marjinal olarak, \u00f6rne\u011fin %5 oran\u0131nda de\u011fi\u015ftirilir. Bu, m\u00fc\u015fterinin harekete ge\u00e7mesi gereken bir i\u015farettir. Fiyat\u0131n daha da artaca\u011f\u0131n\u0131 tahmin ediyor. Fiyatland\u0131rma bilgilerini yorumluyor. Bir tepki ve eylem ortaya \u00e7\u0131karmak i\u00e7in bunu i\u015fler ve de\u011ferlendirir. \u00dcr\u00fcn sayfas\u0131na yapt\u0131\u011f\u0131 ilk ziyaretteki fiyatland\u0131rmay\u0131 hat\u0131rl\u0131yor.<\/span><\/p>\n

Bir tatl\u0131 d\u00fckkan\u0131n\u0131n yaln\u0131zca birka\u00e7 \u00e7e\u015fit tatl\u0131 satt\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnebilirsiniz. Apple k\u0131s\u0131tl\u0131 say\u0131da \u015fey sat\u0131yor. Bir perakendeci ayn\u0131 anda y\u00fcz binlerce SKU’yu y\u00f6netebilir. Buradaki zorluk, bunun geni\u015f bir perakende ortam\u0131nda nas\u0131l uygulanabilece\u011fidir.<\/span><\/p>\n

Yirmi, hatta 10 y\u0131l \u00f6nce talep ve i\u015f g\u00f6stergelerindeki davran\u0131\u015f de\u011fi\u015fiklikleriyle<\/a> nas\u0131l ili\u015fkili olduklar\u0131n\u0131 belirlemek i\u00e7in \u00e7e\u015fitli fiyatland\u0131rma tekniklerini de\u011ferlendirmeye uygun bir fiyat analisti veya y\u00f6neticisinin manuel \u00e7abas\u0131n\u0131n yerini pek az \u015fey tutuyordu. Bu durum, sat\u0131c\u0131lar\u0131n etkili davran\u0131\u015fsal analiz<\/a> stratejilerini portf\u00f6y bazl\u0131 fiyatland\u0131rmaya \u00f6l\u00e7eklendirmekte zorlanaca\u011f\u0131n\u0131 g\u00f6stermektedir.<\/span><\/p>\n

\u0130zlenecek Ad\u0131mlar<\/span><\/h2>\n

\u0130nsanlar, yaln\u0131zca Amazon veya Apple Inc. gibi pazar devlerinin buna g\u00fcvenmeyi ba\u015farabilece\u011fine inanma e\u011filimindedir. Bununla birlikte, her t\u00fcrden t\u00fcccar\u0131n uygulayabilece\u011fi birka\u00e7 temel ancak etkili strateji vard\u0131r. Fiyat optimizasyonuna ba\u015flaman\u0131za yard\u0131mc\u0131 olabilecek baz\u0131 pratik \u00f6nlemlere bir g\u00f6z atal\u0131m:<\/span><\/p>\n

\u00dc\u00e7 kat kural\u0131<\/span><\/h3>\n

M\u00fc\u015fterilere aralar\u0131ndan se\u00e7im yapabilecekleri en az \u00fc\u00e7 alternatif sunmak genellikle en iyisidir. Bu yakla\u015f\u0131m\u0131 “iyi-daha iyi-en iyi” veya istedi\u011finiz herhangi bir \u015fey olarak adland\u0131rabilirsiniz, ancak m\u00fc\u015fterilerinize alternatifsiz tek bir se\u00e7enek sunmak yerine kendi kararlar\u0131n\u0131 verebilmelerini sa\u011flamal\u0131s\u0131n\u0131z.<\/span><\/p>\n

Varsay\u0131lan olarak d\u00fcrtmeler<\/span><\/h3>\n

M\u00fc\u015fterilere \u00e7e\u015fitli se\u00e7enekler sunmak, m\u00fc\u015fterileri belirli bir sat\u0131n alma i\u015flemi yapmaya ikna etme olas\u0131l\u0131\u011f\u0131n\u0131 ortadan kald\u0131rmaz. \u00c7o\u011fu durumda, daha iyi veya daha \u00fcst\u00fcn bir se\u00e7enek sat\u0131n almak anlam\u0131na gelir. Varsay\u0131lan d\u00fcrtmelerin uygulamada nas\u0131l kullan\u0131labilece\u011fine dair somut bir \u00f6rnek, fiyat\u0131n “paran\u0131n kar\u015f\u0131l\u0131\u011f\u0131n\u0131 en iyi veren”, “en iyi teklif” vb. olarak sunulmas\u0131d\u0131r.<\/span><\/p>\n

“\u00d6zg\u00fcrl\u00fck” niteli\u011fi.<\/span><\/h3>\n

“\u00dccretsiz” kelimesinin al\u0131c\u0131lar \u00fczerinde nas\u0131l bir etki yaratt\u0131\u011f\u0131n\u0131 anlamak i\u00e7in davran\u0131\u015f psikolo\u011fu olman\u0131za gerek yok. M\u00fc\u015fterilere y\u00fcksek fiyatl\u0131 mutfak ekipman\u0131 sat\u0131n ald\u0131klar\u0131nda \u00fccretsiz bir tarif kitab\u0131 alma se\u00e7ene\u011fi sunun, sat\u0131\u015flar artacakt\u0131r.<\/span><\/p>\n

E\u015fik fiyatland\u0131rma<\/span><\/h3>\n

Fiyatland\u0131rma e\u015fikleri, m\u00fc\u015fterilerin \u00f6deme isteklili\u011finin belirli bir dereceye ula\u015ft\u0131\u011f\u0131 g\u00f6r\u00fcnmeyen b\u00f6lgeler olarak tan\u0131mlan\u0131r. \u00d6rne\u011fin, pek \u00e7ok t\u00fcketici orta boy bir \u00e7ikolata i\u00e7in 1 dolardan daha az \u00f6demeye raz\u0131d\u0131r. Ve fiyat 1 avroyu a\u015far a\u015fmaz, \u00f6deme iste\u011fi d\u00fc\u015f\u00fcyor. T\u00fcketici sadakatini korurken marjlar\u0131 en \u00fcst d\u00fczeye \u00e7\u0131karmak i\u00e7in fiyatland\u0131rma e\u015fi\u011fine dikkat etmek \u00e7ok \u00f6nemlidir.<\/span><\/p>\n

Fiyatlar i\u00e7in \u00e7apalar<\/span><\/h3>\n

Apple Inc. \u015firketinin yeni bir telefonu gereksiz yere y\u00fcksek bir fiyattan piyasaya s\u00fcrmesi ve bu fiyat\u0131n k\u0131sa s\u00fcrede d\u00fc\u015f\u00fcr\u00fclmesi \u00f6rne\u011fi, fiyat \u00e7\u0131pas\u0131n\u0131n nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131n ola\u011fan\u00fcst\u00fc bir g\u00f6stergesidir. \u0130lk y\u00fcksek fiyat\u0131 ge\u00e7ip daha cazip olan\u0131 yazarak fiyat \u00e7\u0131palar\u0131n\u0131n ne kadar etkili oldu\u011funu g\u00f6sterebilirsiniz.<\/span><\/p>\n

Ba\u011f\u0131\u015flar\u0131n etkisi<\/span><\/h3>\n

Bir \u015fey sat\u0131n ald\u0131\u011f\u0131n\u0131zda fazladan bir \u015fey almak, her al\u0131c\u0131 i\u00e7in \u00f6nemli bir motivasyon kayna\u011f\u0131d\u0131r. Bir sadakat kart\u0131 edinme, bir \u00fcr\u00fcn\u00fc iade etme veya de\u011fi\u015ftirme se\u00e7ene\u011fi ve di\u011fer tamamlay\u0131c\u0131 hizmetler, m\u00fc\u015fterilere arzu ettikleri katma de\u011feri sa\u011flar.<\/span><\/p>\n

Sonu\u00e7<\/span><\/h2>\n

Bu blog, davran\u0131\u015fsal fiyatland\u0131rmay\u0131 \u015firketinizde en iyi \u015fekilde nas\u0131l kullanabilece\u011finizi a\u00e7\u0131kl\u0131yor. Al\u0131c\u0131lar\u0131n davran\u0131\u015flar\u0131, bir \u00fcr\u00fcn\u00fcn fiyat\u0131na karar vermek i\u00e7in kullan\u0131l\u0131r. Bu yakla\u015f\u0131m\u0131 i\u015finizde nas\u0131l kullanaca\u011f\u0131n\u0131z\u0131 \u00f6rneklerle ve nas\u0131l yap\u0131l\u0131rla ayr\u0131nt\u0131l\u0131 olarak \u00f6\u011frenin. Bir ma\u011faza davran\u0131\u015fsal ekonomiyi kullan\u0131yor<\/span> ve ziyaretlerinin kayd\u0131n\u0131 tutar. M\u00fc\u015fteriler belirli perakendecileri ve \u00fcr\u00fcn sayfalar\u0131n\u0131 bir\u00e7ok kez ziyaret etti\u011finde, \u00fcr\u00fcnlerin fiyatlar\u0131 marjinal olarak de\u011fi\u015ftirilir.<\/span><\/p>\n

Bu, m\u00fc\u015fterinin harekete ge\u00e7mesi gereken bir i\u015farettir ve fiyat\u0131n daha da artaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcr. M\u00fc\u015fterilere \u00e7e\u015fitli se\u00e7enekler sunmak, m\u00fc\u015fterileri belirli bir sat\u0131n alma i\u015flemi yapmaya ikna etme olas\u0131l\u0131\u011f\u0131n\u0131 ortadan kald\u0131rmaz. M\u00fc\u015fterilere y\u00fcksek fiyatl\u0131 mutfak ekipman\u0131 sat\u0131n ald\u0131klar\u0131nda \u00fccretsiz bir tarif kitab\u0131 alma se\u00e7ene\u011fi sunun, sat\u0131\u015flar artacakt\u0131r. Fiyat sabitleme, fiyat\u0131 para i\u00e7in en iyi de\u011fer haline getirerek \u00e7al\u0131\u015f\u0131r.<\/span><\/p>\n

Hangi bilgilerin en \u00f6nemli oldu\u011funu \u00f6\u011frenin. QuestionPro’yu kullanarak davran\u0131\u015fsal fiyatland\u0131rma ara\u015ft\u0131rmas\u0131n\u0131 d\u00fczg\u00fcn bir \u015fekilde y\u00fcr\u00fctebilirsiniz.<\/span><\/p>\n

QuestionPro, \u015firketinizin kendi sekt\u00f6r\u00fcnde zirveye \u00e7\u0131kmas\u0131na yard\u0131mc\u0131 olabilecek karma\u015f\u0131k i\u00e7g\u00f6r\u00fcleri ortaya \u00e7\u0131karmak i\u00e7in ideal davran\u0131\u015fsal fiyatland\u0131rma ara\u015ft\u0131rma yaz\u0131l\u0131m\u0131d\u0131r.<\/span><\/p>\n

DAHA FAZLA BI\u0307LGI\u0307 EDI\u0307NI\u0307N<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Davran\u0131\u015fsal fiyatland\u0131rma, emtia fiyatland\u0131rmas\u0131na y\u00f6nelik hen\u00fcz nispeten yeni bir yakla\u015f\u0131md\u0131r. Al\u0131c\u0131lar\u0131n davran\u0131\u015flar\u0131, bir \u00fcr\u00fcn\u00fcn fiyat\u0131na karar vermek i\u00e7in kullan\u0131l\u0131r. Bunu […]<\/p>\n","protected":false},"author":49,"featured_media":712997,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1127],"tags":[],"class_list":{"0":"post-794711","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-anketler","8":"entry"},"yoast_head":"\nDavran\u0131\u015fsal fiyatland\u0131rma: Ad\u0131mlar ve \u00dccretsiz \u00d6rneklerle Nedir? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Davran\u0131\u015f\u0131 belirlemek i\u00e7in farkl\u0131 y\u00f6ntemler mevcuttur ve bu blogda davran\u0131\u015fsal fiyatland\u0131rman\u0131n \u015firketinizin i\u015finde en iyi \u015fekilde nas\u0131l kullan\u0131laca\u011f\u0131 a\u00e7\u0131klanmaktad\u0131r.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Davran\u0131\u015fsal fiyatland\u0131rma: Ad\u0131mlar ve \u00dccretsiz \u00d6rneklerle Nedir? 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