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The Influence Of Customized Offers On Purchase Likelihood

Author

Listed:
  • Dr. Deniz Zeren

    (Lecturer, Faculty of Economics and Administrative Sciences Cukurova University, Turkey)

  • Dr. Ebru Ozgur Guler

    (Assistant Professor, Faculty of Economics and Administrative Sciences Cukurova University, Turkey.)

Abstract

For decades, marketers have been faced with the challenge of satisfying the needs and wants of all their customers using a single marketing strategy. There has recently been a shift in the marketing field from mass marketing to segmentation strategies where people with similar needs can be targeted. In the past decade, a new strategy, namely market segment of one, or personalized marketing emerged, helping marketers to switch from traditional and less efficient to modern and efficient ways, in order to offer what individual customers really want. Profitably providing customers with the “what”, “when”, “where” and “how” of they want is not an easy task to accomplish. Although there has been a growing interest for successful customization, there is still an absence of empirical research describing which factors influence purchase of customized offers. This paper empirically investigates the influence of customized offers on purchase likelihood. A regression analysis was employed for evaluating the results of a consumer survey in luxurious fashion retailers. Findings indicate the positive influence of offers fit with customers, perceived attractiveness of the offer, perceived value of the offer and commitment to the retailer or brand on purchase likelihood of customized offers.

Suggested Citation

  • Dr. Deniz Zeren & Dr. Ebru Ozgur Guler, 2013. "The Influence Of Customized Offers On Purchase Likelihood," Far East Journal of Psychology and Business, Far East Research Centre, vol. 11(1), pages 1-10, May.
    • Handle: RePEc:fej:articl:v:11b:y:2013:i:1:p:1-10
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Segment of One; Customized Offers; Luxury Clothing; Regression Analysis;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

    Statistics

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