Consumer Market Behavior and Pricing

We study a manufacturer's problem of managing his direct online sales channel together with an independently owned bricks-and-mortar retail channel, when the channels compete in service. We incorporate a detailed consumer channel choice model in which the demand faced in each channel depends on the service levels of b…

• MURAT KAYA

Assortment planning at a retailer entails both selecting the set of products to be carried and setting inventory levels for each product. We study an assortment planning model in which consumers might accept substitutes when their favorite product is unavailable. We develop an algorithmic process to help retailers com…

• ABDULLAH GÜRHAN KÖK

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• FARUK ANIL KONUK

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Purpose This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity. Design/methodology/approach The study employed structural equation modelling to investigate the causal relationships between the dimensi…

• SERKAN AKINCI

Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their vario…

• MEHMET BERK ATAMAN

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• NİLÜFER ZÜMRÜT AYDINOĞLU

Hospitality companies can increasetheir market share and growth rates by increasing their brand loyal customers. This is a more profitable approach than other marketing activities, such as price cuts or promotional programs. As a mature industry, the hospitality business must pursue market‐share gains, rather than mar…

• MUSTAFA TEPECİ

It is common for a retailer to sell products from competing manufacturers. How then should the firms manage their contract negotiations? The supply chain coordination literature focuses either on a single manufacturer selling to a single retailer or one manufacturer selling to many (possibly competing) retailers. We f…

• ABDULLAH GÜRHAN KÖK

This paper studies the assortment planning problem with multiple merchandise categories and basket shopping consumers (i.e., consumers who desire to purchase from multiple categories). We present a duopoly model in which retailers choose prices and variety level in each category and consumers make their store choice b…

We introduce a measure of elasticity of stochastic demand, called the elasticity of the lost-sales rate, which offers a unifying perspective on the well-known newsvendor with pricing problem. This new concept provides a framework to characterize structural results for coordinated and uncoordinated pricing and inventor…

Depending on the improvements of information technology e-commerce and e-marketing have become very important concepts, making online shopping very popular. As a result of the proliferation of e-commerce and online shopping, “online impulse buying” has become an emerging phenomenon. Taking the lack of studies on onlin…

• AYPAR USLU