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Can Pay-What-You-Want Be an Alternative Pricing Strategy in Crisis Periods?

Year 2024, Volume: 11 Issue: 1, 32 - 55, 08.01.2024

Timuçin Dalgıç , Tayfun Şaan , Muhammet Ali Tiltay

Abstract

Pay what you want (pwyw) strategy transfers price control to the consumer, including the option of paying nothing, assuming that the consumer is subject to social interactions and will not always maximize their profit. The literature associated with crisis periods demonstrates that consumers do not always behave rationally from an economic perspective. In addition, during crisis periods, implementing innovative strategies, creating different experiences, and emphasizing the ability to think long-term also support the viability of the pwyw strategy. Therefore, the implementation of the pwyw strategy and the conditions under which it can be applied discussed within the framework of its fundamental theoretical foundations, considering consumer tendencies that emerge during crisis periods, especially in the context of the pandemic. As a result, it is concluded that the pwyw strategy can be implemented during economic crisis periods, considering the current conditions and implementation approaches. It is also evident that this strategy can have advantages for companies, such as influencing short-term performance and strengthening brand components in the long run.

Keywords

Pay-what-you-want crisis COVID-19 pandemic pricing consumer tendencies

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İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?

Year 2024, Volume: 11 Issue: 1, 32 - 55, 08.01.2024

Timuçin Dalgıç , Tayfun Şaan , Muhammet Ali Tiltay

Abstract

Bu çalışmada pandemi bağlamında kriz dönemlerinde yenilikçi bir fiyatlandırma stratejisi olan “istediğini öde (pay-what-you-want)” stratejisinin uygulanabilirliği tartışılmaktadır. Tüketici eğilimleri dikkate alındığında kriz dönemlerinde tüketicilerin ekonomik açıdan her durumda rasyonel davranmadıkları görülmektedir. İstediğini öde stratejisi tüketicinin sosyal etkileşimlere tabi olduğunu ve her koşulda kârını maksimize etmeyeceğini varsayarak hiçbir şey ödememe seçeneği dahil olmak üzere fiyat kontrolünü tüketiciye devretmektedir. Bunun yanı sıra kriz dönemlerinde, yenilikçi stratejiler uygulamak, farklı deneyimler yaratmak ve uzun vadeli düşünebilmenin ön plana çıkması istediğini öde stratejisinin uygulanabilirliğini desteklemektedir. Buna göre istediğini öde stratejisinin nasıl ve hangi koşullarda uygulanabileceği, pandemi bağlamında kriz dönemlerinde oluşan tüketici eğilimleri dikkate alınarak stratejinin temel teorik dayanakları çerçevesinde tartışılmıştır. Tartışma sonucunda istediğini öde stratejisinin mevcut koşullara ve uygulama şekillerine göre ekonomik kriz dönemlerinde uygulanabileceği ve şirketin hem kısa vadeli performansına etki edebileceği hem de uzun vadede marka bileşenlerini güçlendirme gibi avantajlar sağlayabileceği ortaya konulmuştur.

Keywords

Pay-what-you-want kriz COVID-19 pandemisi fiyatlandırma tüketici eğilimleri

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Details

Primary Language Turkish
Subjects Policy and Administration (Other)
Journal Section Articles
Authors

Timuçin Dalgıç 0000-0001-5629-9185

Tayfun Şaan 0000-0002-8176-3610

Muhammet Ali Tiltay 0000-0001-7877-8523

Publication Date January 8, 2024
Submission Date July 13, 2023
Published in Issue Year 2024 Volume: 11 Issue: 1

Cite

APA Dalgıç, T., Şaan, T., & Tiltay, M. A. (2024). İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, 11(1), 32-55.
AMA Dalgıç T, Şaan T, Tiltay MA. İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?. OJEMS. January 2024;11(1):32-55.
Chicago Dalgıç, Timuçin, Tayfun Şaan, and Muhammet Ali Tiltay. “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir Mi?”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi 11, no. 1 (January 2024): 32-55.
EndNote Dalgıç T, Şaan T, Tiltay MA (January 1, 2024) İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11 1 32–55.
IEEE T. Dalgıç, T. Şaan, and M. A. Tiltay, “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?”, OJEMS, vol. 11, no. 1, pp. 32–55, 2024.
ISNAD Dalgıç, Timuçin et al. “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir Mi?”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11/1 (January 2024), 32-55.
JAMA Dalgıç T, Şaan T, Tiltay MA. İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?. OJEMS. 2024;11:32–55.
MLA Dalgıç, Timuçin et al. “İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir Mi?”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, vol. 11, no. 1, 2024, pp. 32-55.
Vancouver Dalgıç T, Şaan T, Tiltay MA. İstediğini Öde Kriz Dönemlerinde Alternatif Fiyatlandırma Stratejisi Olabilir mi?. OJEMS. 2024;11(1):32-55.
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