A study on the role of psychological effects of perceived scarcity on consumers' buying behavior

Nowadays, as a result of the easy access to services and products and also the increasing competition between enterprises, new concepts come to existence regarding consumers' buying behavior. One of these is perceived scarcity. The scarcity, which does not take part in the local literature, increases the product's perceived value and affects the consumer's preferences. In this context, the aim of the study is to examine the psychological effects on the consumer, regarding the perception of product's insufficiency which was created by enterprise. In other words, the aim is to answer the question of "how would consumers react to the situation of perceived scarcity created for strategic goals by the enterprise". In this study, survey technique method is used for obtaining data. The scope of the study is the city of İzmir and consumers above the age of 18. The sector that was implemented is fast fashion clothing store. The reliability of the five point likert scale used as a data collection tool was 0.77. The collected data is examined as frequency and percentage distribution and the study is interpreted according to the validation rate of this data. In the light of the information gathered at the end of the study, it can be said that the consumers could distinguish perceived scarcity messages deliberatively created by the enterprises and situations when the supply of product was not limited, and as a result of this he/she would react psychologically due to the effects on the consumers' buying behavior.