{"id":793175,"date":"2020-10-24T03:09:47","date_gmt":"2020-10-24T10:09:47","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/gabor-granger-nedir-tanim-sorular-ve-ornekler\/"},"modified":"2020-10-24T03:09:47","modified_gmt":"2020-10-24T03:09:47","slug":"gabor-granger-nedir-tanim-sorular-ve-ornekler","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/gabor-granger-nedir-tanim-sorular-ve-ornekler\/","title":{"rendered":"Gabor-Granger nedir? Tan\u0131m, Sorular ve \u00d6rnekler"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">Gabor-Granger fiyatland\u0131rma y\u00f6ntemi nedir?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gabor-Granger fiyatland\u0131rma tekni\u011fi, a\u015fa\u011f\u0131daki durumlarda kullan\u0131lan bir fiyatland\u0131rma sorusu olarak tan\u0131mlan\u0131r <\/span><a href=\"https:\/\/www.questionpro.com\/article\/survey-research.html\"><br \/>\n  <span style=\"font-weight: 400;\">anket ara\u015ft\u0131rmas\u0131<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\"> \u00dcr\u00fcn ve hizmetlerin fiyat esnekli\u011fini belirlemek i\u00e7in. <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Fiyatland\u0131rma olduk\u00e7a basit ve anla\u015f\u0131l\u0131r bir \u015feydir. M\u00fc\u015fteriler \u00fcr\u00fcn\u00fcn ger\u00e7ek de\u011ferinden bir kuru\u015f bile fazla \u00f6demeyeceklerdir&#8221; diyordu d\u00f6nemin JC Penny CEO&#8217;su Ron Johnson.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir \u00fcr\u00fcn veya hizmetin fiyat\u0131n\u0131n belirlenmesi, her kurulu\u015f i\u00e7in \u00f6nemli bir ad\u0131m ve en kritik kararlardan biridir. \u015eirketler hay\u0131r kurumu de\u011fildir ve bu nedenle masraflar\u0131 kar\u015f\u0131lamalar\u0131 gerekir. Al\u0131c\u0131 bulmak ve maliyetleri kar\u015f\u0131lamak i\u00e7in bir \u00fcr\u00fcn\u00fc do\u011fru fiyatland\u0131rmak zorunludur. M\u00fc\u015fterilerinizin hizmetler veya \u00fcr\u00fcnler i\u00e7in \u00f6deme yapma isteklili\u011fini bulmak, hizmet veya \u00fcr\u00fcnler i\u00e7in \u00f6deme yapman\u0131n ana nedeni olarak kabul edilir.  <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/what-is-market-research\/\"><span style=\"font-weight: 400;\">pazar ara\u015ft\u0131rmas\u0131<\/span><\/a><span style=\"font-weight: 400;\">. T\u00fcketicilerinizin \u00fcr\u00fcnlerinize verdi\u011fi de\u011fer, cevaplanmas\u0131 gereken ana sorudur. Bunu anlamak i\u00e7in standart bir y\u00f6ntem, insanlara bir fiyat\u0131 g\u00f6stermek ve ard\u0131ndan insanlar\u0131n bunu sat\u0131n al\u0131p almayaca\u011f\u0131n\u0131 sormakt\u0131r &#8211; genellikle Gabor-Granger olarak bilinen bir teknik.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Gabor-Granger y\u00f6ntemi nas\u0131l \u00e7al\u0131\u015f\u0131r?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gabor-Granger bir <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/pricing-research\/\"><br \/>\n  <span style=\"font-weight: 400;\">fi\u0307yatlandirma ara\u015ftirmasi<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">  Belirli bir \u00fcr\u00fcn veya hizmet i\u00e7in gelir ve talep e\u011frisini belirleme tekni\u011fi. Y\u00f6ntem, potansiyel m\u00fc\u015fterilere bir \u00fcr\u00fcn veya hizmeti farkl\u0131 fiyat noktalar\u0131nda sat\u0131n alma olas\u0131l\u0131klar\u0131n\u0131 sormay\u0131 i\u00e7erir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kat\u0131l\u0131mc\u0131lara farkl\u0131 fiyatlar g\u00f6sterilmi\u015f ve g\u00f6sterilen fiyatlar\u0131n her birinden sat\u0131n alma olas\u0131l\u0131klar\u0131 sorulmu\u015ftur. Bu, maksimum geliri sa\u011flayacak optimum fiyat\u0131 belirlemek i\u00e7in bir gelir ve talep e\u011frisi \u00e7izmemizi sa\u011flar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dcr\u00fcn\u00fcn\u00fcz\u00fcn k\u0131sa bir a\u00e7\u0131klamas\u0131n\u0131 (\u00f6rne\u011fin, \u00fcr\u00fcn\u00fcn t\u00fcm \u00f6zelliklerini veya teknik \u00f6zelliklerini listeleyen bir resim) sa\u011flaman\u0131za yard\u0131mc\u0131 olur. Model kullan\u0131c\u0131ya bir \u00fcr\u00fcn veya paket g\u00f6sterir ve &#8220;Y \u00fcr\u00fcn\u00fcn\u00fc X fiyat\u0131ndan sat\u0131n al\u0131r m\u0131s\u0131n\u0131z?&#8221; diye sorar. Kullan\u0131c\u0131 hay\u0131r derse, bir sonraki d\u00fc\u015f\u00fck fiyat noktas\u0131 g\u00f6sterilir; kullan\u0131c\u0131 evet derse, daha y\u00fcksek bir fiyat noktas\u0131 g\u00f6r\u00fcnt\u00fclenir. Bu s\u00fcre\u00e7, fiyatland\u0131rma modeli en uygun fiyat noktas\u0131n\u0131 belirleyene kadar tekrarlan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gabor-Granger fiyatland\u0131rma tekni\u011fi, bir kurulu\u015f i\u00e7in a\u015fa\u011f\u0131daki iki kritik sorunun yan\u0131tlanmas\u0131na yard\u0131mc\u0131 olur:  <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Sat\u0131\u015flar\u0131 b\u00fcy\u00fck \u00f6l\u00e7\u00fcde etkilemeden \u00fcr\u00fcnlerin veya tekliflerin fiyat\u0131n\u0131 art\u0131rabilir misiniz?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Hangi fiyat noktalar\u0131nda t\u00fcketicinin s\u00f6z konusu \u00fcr\u00fcn veya hizmetler i\u00e7in \u00f6deme iste\u011fi ve kabiliyeti art\u0131yor veya azal\u0131yor?  <\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Gabor Granger fiyatland\u0131rma modelini ne zaman kullanabilirsiniz ve kullanmal\u0131s\u0131n\u0131z?  <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Andr\u00e9 Gabor ve Clive Granger adl\u0131 iki ekonomist taraf\u0131ndan geli\u015ftirilen Gabor-Granger, 1960&#8217;lardan bu yana kullan\u0131lmaktad\u0131r. Bu y\u00f6ntem \u00f6zellikle \u015fu durumlarda kullan\u0131\u015fl\u0131d\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00dcr\u00fcn\u00fcn\u00fcz veya hizmetiniz i\u00e7in \u00f6deme isteklili\u011fine y\u00f6nelik do\u011fru bir fiyat tahmini elde etmek istiyorsunuz<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimizasyon gerektiren belirlenmi\u015f bir fiyat aral\u0131\u011f\u0131n\u0131z var<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Geliri optimize eden fiyat noktalar\u0131 bulmak istiyorsunuz. Gelir a\u00e7\u0131s\u0131ndan optimum fiyat noktas\u0131n\u0131n k\u00e2r a\u00e7\u0131s\u0131ndan optimum fiyat noktas\u0131ndan farkl\u0131 olabilece\u011fini unutmay\u0131n<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00dcr\u00fcn veya hizmetin di\u011fer t\u00fcm bile\u015fenleri sabit oldu\u011funda ve de\u011fi\u015ftirilemedi\u011finde<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fiyattaki de\u011fi\u015fikli\u011fin talep esnekli\u011fini nas\u0131l etkileyebilece\u011fini belirlemek istiyorsunuz<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rekabeti g\u00f6z \u00f6n\u00fcnde bulundurmadan sadece markan\u0131za bakmak istiyorsunuz<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Anket Ara\u015ft\u0131rmas\u0131 i\u00e7in Gabor-Granger Anketi<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">QuestionPro&#8217;da geli\u015fmi\u015f sorular alt\u0131ndaki fiyatland\u0131rma analizi b\u00f6l\u00fcm\u00fcnden Gabor-Granger soru tipini ekleyebilirsiniz. Gabor-Granger, demografik sorularla ayr\u0131 bir \u00e7al\u0131\u015fma olarak kullan\u0131labilir veya a\u015fa\u011f\u0131daki gibi di\u011fer fiyatland\u0131rma sorular\u0131yla birle\u015ftirilebilir  <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/what-is-conjoint-analysis\/\"><br \/>\n  <span style=\"font-weight: 400;\">Konjoint analizi<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">, Van Westendorp, ve <\/span><a href=\"https:\/\/www.questionpro.com\/features\/maxdiff-analysis-maximum-difference-scaling.html\"><br \/>\n  <span style=\"font-weight: 400;\">MaxDiff analizi<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">Gabor-Granger&#8217;\u0131 fiyatland\u0131rma konusunda farkl\u0131 bir yakla\u015f\u0131mla tamamlayabilir.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Anket Kurulumu<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131lara anketi a\u015fa\u011f\u0131daki \u015fekilde ayarlamalar\u0131 i\u00e7in tam bir \u00f6zg\u00fcrl\u00fck sa\u011fl\u0131yoruz <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/research-design\/\"><br \/>\n  <span style=\"font-weight: 400;\">ara\u015ft\u0131rma tasar\u0131m\u0131<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">  Faz. \u00d6nceden belirlenmi\u015f fiyat listesinin fiyat aral\u0131klar\u0131 ayn\u0131 de\u011filse manuel kurulumu se\u00e7ebilirsiniz. Otomatik bir kuruluma gidebilir ve fiyat listesini sizin i\u00e7in e\u015fit aral\u0131klarla otomatik olarak olu\u015fturacak yinelemelerden bahsedebilirsiniz. Optimum fiyat noktas\u0131n\u0131 belirlemek istedi\u011finiz \u00fcr\u00fcn\u00fcn bir resmini ve \u00f6zelliklerini eklemek her zaman daha iyidir. Tan\u0131mlad\u0131\u011f\u0131n\u0131z ve sat\u0131n alma yapmak isteyen kat\u0131l\u0131mc\u0131lara \u00f6nceden tan\u0131mlanm\u0131\u015f bir dizi fiyat g\u00f6sterilir. Fiyatlar rastgele ba\u015flayabilir veya anketi olu\u015fturanlar kat\u0131l\u0131mc\u0131ya g\u00f6sterilen bir ba\u015flang\u0131\u00e7 maliyeti belirleyebilir. Teknik olarak konu\u015fmak gerekirse, Gabor-Granger rastgele s\u0131ral\u0131 monadik  <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/what-is-concept-testing\/\"><span style=\"font-weight: 400;\">konsept testi<\/span><\/a><span style=\"font-weight: 400;\">  Kat\u0131l\u0131mc\u0131lara her seferinde karar verecekleri bir fiyat\u0131n s\u0131rayla g\u00f6sterildi\u011fi y\u00f6ntem. Bu, geliri maksimize eden fiyat noktalar\u0131n\u0131 belirlemek i\u00e7in gelir ve talep e\u011frisi \u00e7izmemizi sa\u011flar.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Rapor ve Analiz<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">A\u015fa\u011f\u0131da \u00f6rnek bir <a href=\"https:\/\/www.questionpro.com\/features\/gabor-granger-price-sensitivity.html\">Gabor Granger sorusunun<\/a> sonu\u00e7lar\u0131n\u0131 g\u00f6rebilirsiniz.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Talep tablosunun fiyat esnekli\u011fi, m\u00fc\u015fterilerin \u00fcr\u00fcn i\u00e7in farkl\u0131 fiyat noktalar\u0131nda \u00f6deme yapma isteklerini anlamam\u0131za yard\u0131mc\u0131 olur.  <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-113659\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Gabor-Granger-price-elasticity.png\" alt=\"Gabor Granger fiyat esnekli\u011fi\" width=\"1023\" height=\"450\"><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6deme \u0130steklili\u011fi (%) &amp; Gelir e\u011frisi, \u00fcr\u00fcne olan talebin fiyat art\u0131\u015f\u0131yla nas\u0131l de\u011fi\u015fti\u011fini anlamam\u0131za yard\u0131mc\u0131 olan sim\u00fcle edilmi\u015f bir talep e\u011frisi sa\u011flar. Gelir e\u011frisi, geliri maksimize eden fiyat noktalar\u0131n\u0131 belirlememizi sa\u011flar. Bu iki tabloyu birle\u015ftirmek, masraflar\u0131 kar\u015f\u0131layacak ve geliri maksimize edecek kadar y\u00fcksek, ancak \u00fcr\u00fcn\u00fcn talebini d\u00fc\u015f\u00fcrecek kadar y\u00fcksek olmayan ideal bir fiyat noktas\u0131na karar vermemize yard\u0131mc\u0131 olur.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-113666\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Gabor-Granger-willingness-to-pay.png\" alt=\"Gabor Granger \u00f6deme isteklili\u011fi\" width=\"1023\" height=\"452\"><\/p>\n<h3><span style=\"font-weight: 400;\">Fiyat esnekli\u011fini ve gelir maksimizasyon noktas\u0131n\u0131 hesaplamak i\u00e7in Gabor Granger fiyatland\u0131rma modelinin kullan\u0131lmas\u0131<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gabor-Granger fiyatland\u0131rma modelinin avantaj\u0131, kullan\u0131m\u0131n\u0131n nispeten basit olmas\u0131d\u0131r. Hem kat\u0131l\u0131mc\u0131lar hem de anketi haz\u0131rlayanlar soruyu h\u0131zl\u0131 ve sezgisel bir \u015fekilde, herhangi bir yanl\u0131\u015f anla\u015f\u0131lma olmadan anlayabilir. Bu y\u00f6ntem k\u00fc\u00e7\u00fck bir \u00f6rnekleme uygulanmaktad\u0131r, ancak istatistiksel olarak anlaml\u0131 sonu\u00e7lar elde etmek i\u00e7in en az 50 kat\u0131l\u0131mc\u0131 \u00f6neriyoruz.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toplanan verilerle talep esnekli\u011fini hesaplayabilirsiniz. Talep esnekli\u011fi, fiyatland\u0131rma ve t\u00fcketici ara\u015ft\u0131rmalar\u0131nda temel bir \u00f6l\u00e7\u00fctt\u00fcr \u00e7\u00fcnk\u00fc herhangi bir fiyatland\u0131rma de\u011fi\u015fikli\u011finin etkilerini g\u00f6sterir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Talep esnekli\u011finin y\u00fcksek oldu\u011fu (yani 1,0&#8217;dan b\u00fcy\u00fck) \u00fcr\u00fcnler, belirli bir y\u00fczdeyle fiyat\u0131n d\u00fc\u015f\u00fcr\u00fclmesi halinde, yarat\u0131lan hacim y\u00fczdesinin fiyat art\u0131\u015f y\u00fczdesinden daha b\u00fcy\u00fck olaca\u011f\u0131n\u0131 g\u00f6stermektedir. Ayn\u0131 \u015fekilde, talep esnekli\u011fi 1,0&#8217;dan d\u00fc\u015f\u00fckse, fiyat\u0131n belirli bir oranda artmas\u0131 halinde sat\u0131\u015flardaki y\u00fczde hacim d\u00fc\u015f\u00fc\u015f\u00fc daha d\u00fc\u015f\u00fck olacakt\u0131r.<\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">Talebin fiyat esnekli\u011fi = talep edilen miktardaki % de\u011fi\u015fim \/ fiyattaki % de\u011fi\u015fim<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Talep esnekli\u011fini, kabul edilebilir maksimum fiyat (200$) ile kabul edilebilir minimum fiyat (140$) aras\u0131ndaki e\u011friye bakarak, \u00f6deme isteklili\u011fi (%) ve gelir e\u011frisinden hesaplayabilirsiniz.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Talep edilen miktardaki % de\u011fi\u015fim (%35)\/(%60) = 0,58<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yukar\u0131dakiler, \u00fcr\u00fcn\u00fcn nispeten esnek olmad\u0131\u011f\u0131n\u0131 g\u00f6stermektedir. Bu durumda, fiyat\u0131n art\u0131r\u0131lmas\u0131 veya d\u00fc\u015f\u00fcr\u00fclmesi orant\u0131s\u0131z bir \u015fekilde daha y\u00fcksek sat\u0131\u015f hacmi yaratmayacakt\u0131r. Burada, fiyat art\u0131\u015f\u0131 marjlar\u0131 art\u0131raca\u011f\u0131 ve i\u015f kayb\u0131n\u0131 en aza indirece\u011fi i\u00e7in \u015firketin maliyetlerini art\u0131rmas\u0131 daha iyi olacakt\u0131r.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Gabor-Granger Y\u00f6ntemi ve Van Westendorp-Analizi Aras\u0131ndaki Fark<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ara\u015ft\u0131rmac\u0131lar, kullan\u0131c\u0131lar\u0131n \u00fcr\u00fcn\u00fc do\u011fru fiyatland\u0131rmas\u0131na yard\u0131mc\u0131 olan fiyat\u0131 optimize etmek i\u00e7in farkl\u0131 yakla\u015f\u0131mlar geli\u015ftirdiler. Bu yakla\u015f\u0131mlar aras\u0131nda \u00f6deme isteklili\u011finin tahmin edilmesi gibi do\u011frudan y\u00f6ntemler, Gabor-Granger ve Van Westendorp teknikleri gibi dolayl\u0131 y\u00f6ntemler ve fiyat\/\u00f6zellik kar\u0131\u015f\u0131m\u0131 y\u00f6ntemleri yer almaktad\u0131r.  <\/span><a href=\"https:\/\/www.questionpro.com\/features\/conjoint.html\"><span style=\"font-weight: 400;\">konjoint se\u00e7im modelleri<\/span><\/a><span style=\"font-weight: 400;\">. Bu y\u00f6ntemler, farkl\u0131 \u00fcr\u00fcn ve hizmetler i\u00e7in en uygun fiyatlar\u0131 de\u011ferlendirmek \u00fczere pazar ara\u015ft\u0131rmalar\u0131nda yayg\u0131n olarak kullan\u0131lmaktad\u0131r.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kat\u0131l\u0131mc\u0131lar daha ger\u00e7ek\u00e7i senaryolara maruz kald\u0131klar\u0131 i\u00e7in dolayl\u0131 y\u00f6ntemler do\u011frudan y\u00f6ntemlere g\u00f6re daha do\u011frudur. Bu y\u00f6ntemlerin uygulanmas\u0131 h\u0131zl\u0131 ve basittir. Bu y\u00f6ntemler, kat\u0131l\u0131mc\u0131lar\u0131n neden bir \u00fcr\u00fcn veya hizmeti sat\u0131n almamay\u0131 tercih ettiklerine dair bilgi elde etmektedir. Dolayl\u0131 fiyatland\u0131rma y\u00f6ntemleri ara\u015ft\u0131rma sekt\u00f6r\u00fcnde yayg\u0131n olarak kullan\u0131lmakta ve kabul g\u00f6rmektedir.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Gabor-Granger Fiyatland\u0131rma Tekni\u011fi<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gabor-Granger fiyatland\u0131rma tekni\u011fi, kat\u0131l\u0131mc\u0131lar\u0131n belirli bir \u00fcr\u00fcn veya hizmet i\u00e7in \u00f6deyebilecekleri kabul edilebilir bir fiyat\u0131 belirlemek i\u00e7in uygun ve pratik bir fiyatland\u0131rma ara\u015ft\u0131rma y\u00f6ntemidir. Bu yakla\u015f\u0131mda, kat\u0131l\u0131mc\u0131lar \u00fcr\u00fcn tan\u0131t\u0131ld\u0131ktan sonra \u00f6nceden belirlenmi\u015f fiyat listesinden rastgele se\u00e7ilen bir fiyata maruz b\u0131rak\u0131l\u0131r. Kat\u0131l\u0131mc\u0131dan \u00fcr\u00fcn\u00fc veya hizmeti verilen fiyattan sat\u0131n almaya istekli olup olmad\u0131\u011f\u0131 sorulur.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kat\u0131l\u0131mc\u0131n\u0131n \u00fcr\u00fcn\u00fc bu fiyattan sat\u0131n almaya istekli oldu\u011funu varsayarsak, \u00fcr\u00fcn tekrar g\u00f6sterilir, ancak bu kez \u00f6nceden belirlenmi\u015f fiyat listesinden daha y\u00fcksek bir fiyatla. Kat\u0131l\u0131mc\u0131 \u00fcr\u00fcn\u00fc g\u00f6sterilen ilk fiyattan almak istemezse, \u00fcr\u00fcn \u00f6nceden belirlenmi\u015f listeden daha d\u00fc\u015f\u00fck bir maliyetle tekrar g\u00f6sterilir. Bu model, bir kat\u0131l\u0131mc\u0131n\u0131n \u00f6demeye istekli oldu\u011fu en y\u00fcksek fiyat noktas\u0131 belirlenene kadar bir\u00e7ok kez yinelenir.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Van Westendorp Fiyat Duyarl\u0131l\u0131\u011f\u0131 \u00d6l\u00e7er (PSM)<\/span><\/h4>\n<p><a href=\"https:\/\/www.questionpro.com\/features\/van-westendorp-price-sensitivity-question.html\"><br \/>\n  <span style=\"font-weight: 400;\">Van Westendorp fiyatland\u0131rma tekni\u011fi<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\"> d\u00f6rt a\u00e7\u0131k u\u00e7lu fiyatland\u0131rma sorusuna dayanmaktad\u0131r:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Bu \u00fcr\u00fcn hangi fiyattan itibaren ucuz olmaya ba\u015flar?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Bu \u00fcr\u00fcn hangi fiyattan itibaren pahal\u0131 olmaya ba\u015flar?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Bu \u00fcr\u00fcn hangi fiyattan itibaren sat\u0131n almay\u0131 asla d\u00fc\u015f\u00fcnmeyece\u011finiz kadar pahal\u0131 olmaya ba\u015flar?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Bu \u00fcr\u00fcn hangi fiyattan itibaren kalitesinden \u015f\u00fcphe edece\u011finiz ve sat\u0131n almayaca\u011f\u0131n\u0131z kadar ucuz olmaya ba\u015flar?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kat\u0131l\u0131mc\u0131lar her bir soru i\u00e7in fiyat vermektedir. Yan\u0131tlar k\u00fcm\u00fclatif olarak tablola\u015ft\u0131r\u0131l\u0131r ve grafiklendirilir. D\u00f6rt \u00e7izginin kesi\u015fimleri kabul edilebilir bir fiyat aral\u0131\u011f\u0131 sa\u011flar.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-113673\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method.png\" alt=\"Van Westendorp Fiyatland\u0131rma Y\u00f6ntemi\" width=\"1225\" height=\"707\"><\/p>\n<h4><span style=\"font-weight: 400;\">Gabor-Granger modellemesi ve Van Westendorp fiyat duyarl\u0131l\u0131\u011f\u0131 aras\u0131ndaki temel farklar<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Gabor-Granger \u00e7o\u011funlukla halihaz\u0131rda var olan \u00fcr\u00fcnler i\u00e7in kullan\u0131l\u0131r. Bu model, \u00fcr\u00fcn\u00fcn\u00fcz veya hizmetiniz i\u00e7in \u00f6deme isteklili\u011fine y\u00f6nelik do\u011fru bir fiyat tahmini verir. Ara\u015ft\u0131rmac\u0131lar\u0131n bir \u00fcr\u00fcn\u00fc do\u011fru fiyatland\u0131rmas\u0131na yard\u0131mc\u0131 olan gelir optimum fiyat noktas\u0131, talep e\u011frisi ve fiyat esnekli\u011fi sa\u011flar. Bu y\u00f6ntem yaln\u0131zca rekabeti g\u00f6z \u00f6n\u00fcnde bulundurmadan markan\u0131za bakmak istedi\u011finizde kullan\u0131\u015fl\u0131d\u0131r. Bu model, \u00f6nceden tan\u0131mlanm\u0131\u015f s\u0131n\u0131rl\u0131 fiyat noktalar\u0131yla \u00e7al\u0131\u015f\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><span style=\"font-weight: 400;\">Van Westendorp \u00e7o\u011funlukla yeni \u00fcr\u00fcn fiyatland\u0131rmas\u0131 i\u00e7in kullan\u0131l\u0131r. Piyasan\u0131n potansiyel olarak hangi fiyat noktalar\u0131n\u0131 kabul edebilece\u011finden emin olmad\u0131\u011f\u0131n\u0131zda Van Westendorp&#8217;u kullan\u0131n. Bu model b\u00fct\u00fcn bir maliyet yelpazesi \u00fczerinde \u00e7al\u0131\u015f\u0131r. Kullan\u0131c\u0131lara kabul edilebilir bir fiyat aral\u0131\u011f\u0131 sa\u011flayacakt\u0131r. Kat\u0131l\u0131mc\u0131lar\u0131n bir \u00fcr\u00fcn veya hizmete y\u00f6nelik tutumlar\u0131n\u0131 anlamaya yard\u0131mc\u0131 olacakt\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yak\u0131n zamanda bir web semineri d\u00fczenledik <\/span><a href=\"https:\/\/www.questionpro.com\/webinar\/pricing-research-webinar-van-westendorp-gabor-granger.html\"><br \/>\n  <span style=\"font-weight: 400;\">Gabor-Granger ve Van Westendrop fiyatland\u0131rma y\u00f6ntemleri<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\"> optimal fiyatland\u0131rma ara\u015ft\u0131rmas\u0131 i\u00e7in. <\/span> <\/p>\n<h2><span style=\"font-weight: 400;\">Gabor Granger Fiyatland\u0131rma Tekni\u011finin Art\u0131lar\u0131 ve Eksileri<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gabor-Granger y\u00f6ntemi nispeten d\u00fc\u015f\u00fck bir ara\u015ft\u0131rma \u00e7abas\u0131 ile sonu\u00e7lan\u0131r ve olu\u015fturulmas\u0131 ve da\u011f\u0131t\u0131lmas\u0131 kolayd\u0131r. Bu fiyatland\u0131rma tekni\u011fi, bir t\u00fcketicinin bir \u00fcr\u00fcn i\u00e7in ne kadar \u00f6deyebilece\u011fi ve kat\u0131l\u0131mc\u0131lar\u0131n alg\u0131lad\u0131\u011f\u0131 de\u011fer hakk\u0131nda \u00e7ok \u00f6nemli bilgiler sa\u011flar. Bu nedenle, fiyatland\u0131rma analiti\u011finde hayati bir ara\u00e7 haline gelmi\u015ftir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gabor-Granger tekni\u011finde g\u00f6rd\u00fc\u011f\u00fcm\u00fcz kesin bir dezavantaj, rakip \u00fcr\u00fcnlerin \u00e7al\u0131\u015fma a\u015famas\u0131nda g\u00f6z ard\u0131 edilmesidir. Bu, bir rakibin benzer bir \u00fcr\u00fcn\u00fc daha d\u00fc\u015f\u00fck bir fiyata sunmas\u0131 durumunda, ara\u015ft\u0131rman\u0131z\u0131n fiyat noktas\u0131n\u0131n \u00e7al\u0131\u015fman\u0131z\u0131 ge\u00e7ersiz k\u0131ld\u0131\u011f\u0131 anlam\u0131na gelir. Yukar\u0131daki yan\u0131lg\u0131, piyasa ko\u015fullar\u0131 \u00fczerinde hi\u00e7bir ba\u011flama sahip olmad\u0131klar\u0131 i\u00e7in \u00e7al\u0131\u015fmalar\u0131 yarars\u0131z hale getirmektedir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fiyatland\u0131rma \u00e7al\u0131\u015fmas\u0131 \u00fczerindeki olumsuz etkiyi azaltmak i\u00e7in, rakiplerin \u00fcr\u00fcnlerini ve fiyatlar\u0131n\u0131 i\u00e7eren bir raf g\u00f6sterirseniz, kat\u0131l\u0131mc\u0131lar\u0131n kar\u015f\u0131la\u015ft\u0131r\u0131labilir fiyat noktalar\u0131na sahip olmalar\u0131n\u0131 sa\u011flars\u0131n\u0131z. Ara\u015ft\u0131rmalar, rakiplerin \u00fcr\u00fcnleri ve fiyatlar\u0131 \u00f6nceden sergilendi\u011finde Gabor-Granger sonu\u00e7lar\u0131n\u0131n ger\u00e7eklere \u00e7ok daha yak\u0131n oldu\u011funu g\u00f6stermi\u015ftir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gabor-Granger y\u00f6ntemi \u00f6zellikle a\u015fa\u011f\u0131daki ko\u015fullar alt\u0131nda uygundur:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Kurulu\u015fun \u00fcr\u00fcn veya hizmet i\u00e7in kabul edilebilir sabit bir olas\u0131 fiyat aral\u0131\u011f\u0131na sahip olmas\u0131  <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Teklif o kadar yenidir ki piyasada benzer \u00fcr\u00fcnler veya rakipler yoktur ve kat\u0131l\u0131mc\u0131lar\u0131n \u00fcr\u00fcnde benzer bir tasar\u0131m ve \u00f6zellik emsali yoktur<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Gabor Granger fiyat modelleme tekni\u011fine ili\u015fkin \u00f6rnek ve vaka \u00e7al\u0131\u015fmas\u0131<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Yukar\u0131da g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi, Gabor Granger fiyatland\u0131rma y\u00f6ntemi, fiyatland\u0131rma ve fiyatlama alan\u0131nda gerekli bir anket ara\u015ft\u0131rma y\u00f6ntemidir. <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/consumer-research\/\"><br \/>\n  <span style=\"font-weight: 400;\">t\u00fcketi\u0307ci\u0307 ara\u015ftirmasi<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">  fiyat esnekli\u011fi i\u00e7in. Gabor Granger modellemesinin m\u00fckemmel bir \u00f6rne\u011fi ve mevcut m\u00fc\u015fterilerimizin bir vaka \u00e7al\u0131\u015fmas\u0131 a\u015fa\u011f\u0131daki gibidir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y\u0131lda bir\u00e7ok oyun piyasaya s\u00fcren ve QuestionPro platformunu kullanan \u00e7ok uluslu, k\u00fcresel bir AA oyun st\u00fcdyosu ile \u00e7al\u0131\u015f\u0131yoruz. <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/quantitative-research\/\"><br \/>\n  <span style=\"font-weight: 400;\">nicel ara\u015ft\u0131rma<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">. QuestionPro platformunun onlar i\u00e7in en b\u00fcy\u00fck kullan\u0131m alanlar\u0131ndan biri, t\u00fcketici ara\u015ft\u0131rmas\u0131 ve fiyat ara\u015ft\u0131rmas\u0131 yapabilmek, fiyat esnekli\u011fini anlamak ve farkl\u0131 co\u011frafyalarda yeni lansmanlar i\u00e7in fiyatland\u0131rma kararlar\u0131 alabilmek. Bu t\u00fcr ara\u015ft\u0131rmalar i\u00e7in Van Westendorp ve Gabor Granger y\u00f6ntemi d\u00fc\u015f\u00fcn\u00fclm\u00fc\u015f ve kullan\u0131lm\u0131\u015ft\u0131r.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130lki faydal\u0131 bilgiler sunarken, aral\u0131klar \u00fclkelere ve platformlara g\u00f6re de\u011fi\u015fti\u011fi i\u00e7in \u00f6nyarg\u0131 s\u0131n\u0131rl\u0131yd\u0131. Ancak Gabor Granger fiyatland\u0131rma tekni\u011fi, s\u00f6z konusu \u00f6nyarg\u0131y\u0131 ortadan kald\u0131rd\u0131\u011f\u0131 ve payda\u015flara en uygun fiyat noktalar\u0131nda yard\u0131mc\u0131 oldu\u011fu i\u00e7in m\u00fckemmeldi. Bu teknik, m\u00fc\u015fterimizin lansmanlar\u0131n\u0131n do\u011fru fiyat noktas\u0131n\u0131 belirlemek i\u00e7in \u00e7e\u015fitli pazarlarda ve \u00e7e\u015fitli ancak b\u00fcy\u00fck \u00f6rneklem boyutlar\u0131nda bir fiyatland\u0131rma ara\u015ft\u0131rmas\u0131 yapmas\u0131n\u0131 sa\u011flad\u0131. Sadece bu da de\u011fil, \u00e7e\u015fitli oyun konsollar\u0131 i\u00e7in do\u011fru fiyatland\u0131rma stratejisine karar verebildiler ve ayr\u0131ca oyunun fiziksel kopyalar\u0131 ve dijital s\u00fcr\u00fcmleri i\u00e7in optimum bir fiyatland\u0131rma stratejisi elde ettiler.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gabor Granger modellemesini kullanmak, ara\u015ft\u0131rma etkinli\u011fini art\u0131rmaya ve m\u00fc\u015fterimizin k\u00e2rl\u0131l\u0131\u011f\u0131n\u0131 y\u00fckseltmeye yard\u0131mc\u0131 oldu ve fiyatland\u0131rma ara\u015ft\u0131rmalar\u0131n\u0131n ayr\u0131lmaz bir par\u00e7as\u0131 haline geldi.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">QuestionPro <a href=\"https:\/\/www.questionpro.com\/pricing-research\/\">Fiyatland\u0131rma Ara\u015ft\u0131rma Yaz\u0131l\u0131m\u0131<\/a> ile t\u00fcketici ara\u015ft\u0131rman\u0131z\u0131 Gabor Granger modellemesi ile ger\u00e7ekle\u015ftirebilirsiniz<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1053&amp;sourceRef=research-edition-home\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Ara\u015ft\u0131rma i\u00e7g\u00f6r\u00fclerini \u015fimdi toplay\u0131n<\/strong><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gabor-Granger fiyatland\u0131rma y\u00f6ntemi nedir? Gabor-Granger fiyatland\u0131rma tekni\u011fi, a\u015fa\u011f\u0131daki durumlarda kullan\u0131lan bir fiyatland\u0131rma sorusu olarak tan\u0131mlan\u0131r anket ara\u015ft\u0131rmas\u0131 \u00dcr\u00fcn ve hizmetlerin [&hellip;]<\/p>\n","protected":false},"author":100,"featured_media":687617,"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":[1114],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gabor-Granger nedir? 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