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                <text>Homicide rates are still high in the world and they are the worst crime in human existence. Despite all the technological advances and usage of information by various agencies, the number of homicides is not decreasing. Homicide prediction in certain countries should notably be the number one priority, which can help the government to easily identify the kind of profile they are looking for, or even help them prevent those cases. This paper compares different Machine Learning Techniques classifications of homicide prediction. Random Forest (RF), Random Tree, J48, Naive Bayes and k-Nearest-Neighbor (KNN) were tested to determine which method provides the best results in homicide prediction classification. The results of sample accuracy for all algorithms were around 99%, which clearly shows that all algorithms give great results. However, J48 is the best technique applied on the dataset, as it classified all instances correctly.</text>
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                    <text>Preference of Indirect Answers by High School Students
M.Yavuz Konca &amp; Ayse Korkmaz
Ataturk University/ Cumhuriyet University/ Turkey
Key words: Politeness, Second language acquisition,Indirectness, Conventionally Indirect Answers, Tendency to
select
ABSTRACT
This paper, based on a qualitative study conducted among high school students, investigates the tendency to select
non-conventionally indirect answers by high school students while performing basic speech acts.The instrument
used in the study was a discourse completion test (DCT), which has ten multiple-choice questions. In this
instrument, the subjects were given five request, two offer and two invitation situations. The survey included
twenty-five ninth-year students learning English at a government high school.According to the findings of the study,
the majority of subjects preferred to give conventionally indirect (CI) answers in request situations. As for the offer
and invitation situations, the results showed that the percentage of selecting non-conventionally indirect (NCI)
answers was higher than the others for rejecting an offer or an invitation. Finally, some suggestions have been
developed for further research.

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                <text>Preference of Indirect Answers by High School Students</text>
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                <text>KONCA, M.Yavuz 
KORKMAZ, Ayse </text>
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                <text>Key words: Politeness, Second language acquisition,Indirectness, Conventionally Indirect Answers, Tendency to select  ABSTRACT  This paper, based on a qualitative study conducted among high school students, investigates the tendency to select non-conventionally indirect answers by high school students while performing basic speech acts.The instrument used in the study was a discourse completion test (DCT), which has ten multiple-choice questions. In this instrument, the subjects were given five request, two offer and two invitation situations. The survey included twenty-five ninth-year students learning English at a government high school.According to the findings of the study, the majority of subjects preferred to give conventionally indirect (CI) answers in request situations. As for the offer and invitation situations, the results showed that the percentage of selecting non-conventionally indirect (NCI) answers was higher than the others for rejecting an offer or an invitation. Finally, some suggestions have been developed for further research.</text>
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PeerReviewed</text>
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                    <text>Preferences of Irrigation Methods by Sugar Beet Producers, Their Age
and Educational Levels for Konya - Çumra Region of Turkey
Assist.Prof.Dr. Muhittin Çelebi
Selçuk University Çumra MYO –Konya/Turkey
mcelebi@selcuk.edu.tr
Prof.Dr. Nizamettin Çiftçi
Selçuk University Agricultural Faculty –Konya/Turkey
nciftci@selcuk.edu.tr
Assist.Prof.Dr. Bilal Acar
Selçuk University Agricultural Faculty –Konya/Turkey
biacar@selcuk.edu.tr
Abstract: Agriculture is one of the most important strategic sectors in terms of
the social and economic ways for Turkey. Approximately 35% of the
population has lived in rural areas and there is a huge inactive labor force in
such regions. Success and sustainability of agricultural activities depends on the
education and social structures of farmers. Irrigation and irrigation technologies
are possibly the most important inputs in agricultural activities. This study was
conducted in Konya where it has the greatest agricultural land of Turkey with
25% of the total sugar beet production of Turkey. The preferences of irrigation
methods by sugar beet producers, age distributions, education status, and
number of person in family were researched by face to face technique. The
percentages of farmers in 20-30, 31-40, 41-50 and 51-60 years old were 18.2% ,
22.7%, 35.2% and 23.9%, respectively. The education levels of those farmers
graduated from university, high, and primary schools were determined as
12.5%, 23.3%, and 64.2%, respectively. The number of person in most family
varied from 5 to 8. The 95% of the farmers have preferred sprinkler irrigation
method. The preference of drip irrigation method was 4.7% for high school
graduated farmers. The 89.3% of the farmers defined that irrigation charges
were expensive. The overall result of the study showed that increasing the
education level in farmers contributed sensitivity of farmers for the water
saving irrigation technologies
Keywords: Agriculture, Education, Sugar Beet Producers, Irrigation Method.

Introduction
The utilization of water resources and studies about these subjects are as old as human history. In the
past, development of the society was in the areas where the fresh water resources were plenty. Water is the
prime element for life on earth but, it is not exist in desired place, amount and time on earth. It is the
strategic natural resource and will be also very important in future affected to the whole human life due to
the limiting source.
Agriculture is the most important top strategic sector in respect to the socially and economy in Turkey.
The almost 35% of population has lived in urban in Turkey and there is a huge amount of inactive labor
force in such areas.
The success of activities and their sustainability depend upon the education level and social
structures of farmers. The most important inputs in agriculture are irrigation and irrigation technologies.
The availability of water resources, presence of much amount of agricultural areas and good facilities of
162

�crop growth in Turkey has contributed the sustainable agricultural potential. Turkey has 78 million ha
surface area and 28 million of this is suitable for agriculture with 5.1 million ha of land are being irrigated
at present (Anonymous 2008).
In general, the climate is arid and semi-arid in Turkey but, climate change is different in seasons and
regions. The total annual consumable water potential of Turkey is 110 km3 (Çiftçi &amp; Kutlar 2007; Çiftçi et
al. 2009a; Çiftçi et al. 2009b). According to 2009 records, the population is almost 72.5 million in Turkey.
The annual per capita water potential is 2500 m3 and consumable of 1517 m3. Agriculture has used about
70-75% of total fresh water resources in Turkey. It has been estimated that available water resources of 75
km3 will be used in agriculture in next 20 years.
Education has very important role to play in efficient use of resources, performing accurate political
selection, overcoming well management, obtaining qualified human for employment. It is also effective
tool for obtaining well decision and development in democracy. The importance of education has increased
gradually in whole our life as well as in agriculture in developed and changing world. The increase of the
agriculture production is not only important in meeting the food supply of the nations but, high quality
production is also very important. To success this, experienced agriculture trainers as well as skillful
producers or farmers are needed.
Productivity is the base of the agricultural development and the base of the productivity is education.
One of the most important problems, therefore, in Turkey is agricultural education. Although agricultural
education is unique, it can be divided into two forms: -Theoretical scientific, and practical - training
educations.
Under no or insufficient rainfall conditions, crop water requirement is not met by natural rainfall.
Under such conditions, soil moisture deficit is met by applying water artificially and this is defined as
irrigation. However, every random water applications have not accepted as irrigation. The main purpose of
the irrigation is to meet the crop water requirement. By succeeding this goal, crop yield increases. Irrigation
networks and systems are constructed to overcome this purpose.
Water resources are fairly scant in Konya basin of Turkey. Water scarcity is very serious in region
especially summer season. Wheat, barley and sugar beet are very common field crops in this region. The
most important problem in region is inefficient use of water resources. The losses are very high in irrigation
due to the excess water applications.
Konya has share of 25% sugar beet production in Turkey and Konya-Çumra plain has one of the
most intensively irrigated lands. Sugar beet is the highest water consuming crop in region so, it is the main
target that irrigation water should be applied with minimum loss in sugar beet production.
Sprinkler irrigation method has been commonly used and subsidized for many years due to the high
irrigation efficiency and easy in labor uses in sugar beet irrigation. The farmers who have the great
technical and theoretical information deal with sugar beet farming.
In present study, education level, their age, number of family member and irrigation methods
preferences of sugar beet producers in Konya-Çumra Plain Turkey was researched by face to face survey
technique.

Material and Methods
This study was conducted Çumra Plain of Konya-Turkey. Konya has the greatest agricultural land
with 25% of total sugar beet production in Turkey. In study, preferences of irrigation methods, age
distributions, education level, family number of sugar beet producers were researched by using the face to
face technique.
Konya, in Central Anatolia Peninsula, is located at South of Central Anatolia Region. It has the greatest
surface area in Turkey with an average 1016m above the sea level. Soils in plain are mainly heavy, medium
in some parts and light in very little parts. It has the rich of lime content and uniform topography as 0-1%
land slope. The least rainfall of 326 mm has observed in Konya plain of Turkey. Annual average
temperature is 11.5ºC. Konya has steppe climate so irrigation is vital important in crop growth period due
to the insufficient rainfall.
Irrigation water is obtained from both surface and groundwater resources. Groundwater is received
from General Directorate of Sate Hydraulic Works (GDSHW), irrigation cooperatives and wells
constructed by farmers. The surface water resources are Beyşehir Lake and Çarşamba Stream (Çiftçi &amp;
Kutlar 2007). Konya plain is one of the government irrigation regions in near history. Konya has the almost
163

�2 million population with 1870000 ha arable and 1644000 ha irrigable lands. It has the shares of 11%,
13.7% and 25% in wheat, barley and sugar beet in Turkey, respectively. The land opened to the irrigation in
Konya is 377000 ha (Çiftçi et al. 2010).

Results and Discussion
Age and Education of Farmers

Share of agriculture has decreased in national income while the importance of agriculture in the
economy has remained. On the other hand, active population and employment ratios are high in agriculture.
Average income of human rises when the ages increased under different education levels. Conventional
agricultural structure is very common in agricultural activities of Turkey and those activities have
continued by family farms. In recently, there is acceleration in education level in rural areas of Turkey.
The age of farmers is more than medium in Turkey. The reason is that the highest-aged farmer is the leader
in agriculture. The ages and education levels of farmers in our research are presented in Table 1.
Education Level

University
High School
Elementary School
Total

Number
%
Number
%
Number
%
Number
%

20-30

Age Ranges
31-40
41-50

51-60

10
45.5
9
22.0
13
11.5
32
18.2

7
31.8
12
29.2
21
18.6
40
22.7

0
0
5
12.2
37
32.7
42
23.9

5
22.7
15
36.6
42
37.2
62
35.5

Total
Number
%
22
12.5
100
41
23.3
100
113
64.2
100
176
100

Table 1. Ages and Education Levels of Sugar Beet Producers

It can be seen from Table 1 that percentages of farmers were determined as 18.2%, 22.7%, 35.5%
and 23.9% in 20-30, 31-40, 41-50 and 51-60 age ranges, respectively. The young population, 20-30 years
old, was lowest and percentage of over the medium-aged (41-60 years old) farmers was 59.4%. Increase of
the age resulted in improvement of experiences and qualifications. Accordingly, age of farmers in sugar
beet production was observed mostly in 41-60 years old. Education has very important role to obtain the
qualified labor forces for meeting economic and social requirements as well as for the population who are
healthy and ready to work.
Education is the human right and is necessary for sustainable development. The education levels of
farmers were elementary school in 64.5%, high school in 23.3% and university in 12.5%, (Table 1). Most
farmers were graduated from the elementary school accordingly. This indicates that education levels of
farmers were found lower than the expectation. Education level is also important for training of farmers
about irrigation innovations. It is also vital important for learning the irrigation technologies as well as soilcrop-water relationships. The age was between 20-30 years in most university graduated farmers (45.5%)
and all of them were younger than 40 years old. This shows that farmers have noticed the importance of
university in agriculture.

Marital Status and Number of Family Members

In Turkey as well as in the world, population density can be described as the dividing population of
farmers who deal with crop and animal production to agricultural land size. The population density varies
in different regions and cities. It is highly influenced by the elevation such as mountainous or plain as well
as number of the active farmers. It is high in mountainous areas while it is low in large plains. The active

164

�population ratio was lower by comparison to developed countries while unemployment is fairly high in
Turkey.
The distributions of marital status and family member numbers of farmers in respect to education
levels are given in Table 2.

Education Level

University
High School
Elementary School
Total

Marital Status

Number
%
Number
%
Number
%
Number
%

Number of Family Population

Married

Single

Total

1-4

5-8

&lt;8

Total

17
77.3
39
95.1
109
96.5
165
93.8

5
22.7
2
4.9
4
3.5
11
6.2

22
100
41
100
113
100
176
100

8
47.1
14
35.9
26
24.5
49
29.7

9
52.9
25
64.1
72
67.9
107
64.8

0
0
0
0
8
7.6
9
5.5

17
100
39
100
106
100
165
100

Table 2. Distributions of Marital Status and Family Member Number of Farmers

The percentages of farmers with married and single were determined as 93.8% and 6.2%,
respectively. The percentages of university, high school and elementary school graduated farmers were
77.3%, 95.1% and 96.5%, respectively. Most farmers were married and this indicated that agricultural
farms were family farms. The percentages of farmers in family as 1-4, 5-8 and &lt;8 were found as 29.7%,
64.5% and 5.5%, respectively.
The highest family number of farmers was obtained from 5-8 as 64.8%. The number of farmers more than 8
was observed in only elementary graduations. The family number of 1-4 was only observed in university
graduated farmers and those were also young.
The Reason in Sugar Beet Production Preferences of Farmers

In Turkey, sugar has been produced by sugar beet that is a very important fundamental food in whole
human life. Sugar beet is also very important rotation crop. The yield and income obtained from unit area
are good enough. In Turkey, about 400000 or 450000 farmers have obtained their incomes from sugar beet
farming (Anonymous 2010). Konya city has the 25% total Turkey sugar beet production and irrigation is
necessary prerequisite for sugar beet growth.
In examine the crop patterns, sugar beet is highly water consuming crop in region so water saving
should be done in sugar beet farming. However, water resources are fairly scant and insufficient. The one
of the highest sugar beet production centers of Konya is Çumra province. The Reasons in Sugar Beet
Production preferences of farmers and production areas are presented in Table 3.

Farmers

Number
%

Sugar Beet Production Preferences
Low
Easy
Market
Addiction income
growth Guarantees
of other
crops
9
140
20
7

5.1

79.5

11.4

4.0

Sugar Beet Production Area (ha)
Total

20&gt;

20-50

50-100

100&lt;

Total

176

20

80

48

28

176

100

11.4

45.4

27.3

15.9

100

Table 3. The Reason in Sugar Beet Production Preferences of Farmers and Production Areas

165

�As seen from the Table 3, 79.5% of the farmers have preferred sugar beet production due to the
market guarantees while 20% and 5.1% of them have preferred due to the addiction and easy growth,
respectively.
As sugar beet production has been performed contraction with the farmers as quotas in the region,
and Pankobirlik (General Directorate, representative and senior organization of Beet Cooperatives, which
are performing supply, distribution, supervision and coordination of all kinds of inputs, which are being
used during the agricultural activities of its partners with the capitals, formed by its members’ efforts)
guarantee of the production has been the most important reason for preference.
Like the all over the world as well as in Turkey, preference of crop production has affected mainly
from the market guarantee in Turkey. The sizes of sugar beet production areas of 2, 2-5, 5-10 and &lt;10 ha
were 11.4%, 45.4%, 27.3% and 15.9%, respectively. In general, land size of sugar beet production varied
from 2 to 5 ha (45.4%).
Irrigation Method Preferences of Farmers

Application form of water through the crop root zone may be defined as irrigation method.
Irrigation water is brought to the irrigation area by conveyance and distribution Networks. The aim of the
irrigation is to apply right amount water uniformly within the root zone depth. For success this, irrigation
method is very important.
The suitability of the various irrigation methods, i.e. surface, sprinkler or drip irrigation, depends
mainly on the following factors (Kara 2005); - natural conditions such as soil type, slope, climate, water
quality and availability,- type of crop, -type of technology, -previous experience with irrigation, -required
labor inputs, and -costs and benefits.
Pressurized irrigation methods can be defined as conveying irrigation water to the crops by closed
pipes with a certain pressure. The most widely used pressurized irrigation system is sprinkler irrigation in
Çumra Plain of Konya. To use this method, farmers should know the system accurately and have the proper
information. The irrigation method preferences of farmers in region are presented in Table 4. The
percentages of irrigation methods preferences were 95.0 % and 1.1% in sprinkler and drip irrigation,
respectively. The sprinkler irrigation is the most suitable method in respect to the cost, management and
irrigation technique. It was preferred as 95.1%, 90.6% and 96.6% for university, high school and
elementary graduated farmers.

Education Level

University
High
School
Elementar
y School
Total

Numbe
r
%
Numbe
r
%
Numbe
r
%
Numbe
r
%

Irrigation Methods
Surfac Sprinkle
Dri
e
r
p

Tota
l

Which is the most Suitable Irrigation
Method in Sugar Beet?
Surfac Sprinkle
Dri
No
Tota
e
r
p
Ide
l
a
0
18
2
0
20

1

19

0

20

5.0
2

95
39

0
2

100
43

0
0

90
42

10
2

0
2

100
46

4.7
4

90.6
112

4.7
0

100
116

0
0

91.4
97

4.3
9

4.3
4

100
110

3.4
7

96.6
170

0
2

100
179

0
0

88.2
157

8.2
13

3.6
6

100
176

3.9

95.0

1.1

100

0

89.2

7.4

3.4

100

Table 4. Irrigation methods Preferred in Sugar Beet

The highest preference of sprinkler irrigation method as 95% in region shows that farmers have great
experiences about this method. Surface irrigation method, highest irrigation water losses, has been
preferred the lowest as 3.9%. Although water application efficiency is high in drip irrigation method, it was
166

�preferred low as 1.1%. The disadvantage of such irrigation method is high management cost. Most farmers
preferred drip irrigation method were graduated from the high school.
Technical qualifications as well as irrigation management cost are very important in water
management. This is evidence that most farmers were chosen sprinkler irrigation. The percentages of
farmers about the suitable irrigation method for sugar beet were found as 89.2% for sprinkler irrigation,
7.4% for drip irrigation and 3.4% for no idea. None farmers have chosen the surface irrigation as a suitable
method.
In examine the education level, university graduated farmers were accepted sprinkler irrigation as
90% and drip irrigation as 10%, as a suitable irrigation method. The 91.4% and 4.3% of farmers preferred
sprinkler and drip irrigation methods, in high school graduation, respectively. These were 88.2% and 8.2%
in sprinkler and drip irrigation methods for elementary education, respectively. Improvement of education
level resulted in increase for the use of technological systems as well as capability of accurate irrigation
management. Education level is not only needed for successful use of irrigation technologies, but also
experiences of farmers are very important. Sugar beet producers, therefore, have considered low water
losses and small management cost by preferences irrigation methods.

Conclusions
Education is very important for all sectors in a changing world especially in agriculture. Agriculture
is strategic sector and should be improved in Turkey. The increase of the income in such sector like the
central residential areas is necessary prerequisite. To obtain the goal, necessary policies should be
performed and applied permanently. Irrigation water is the most important input in agriculture and is the
highest share of water resources as 70-75% in Turkey. It is very important to reduce the water losses and
minimize the irrigation costs for sustainable water resources. It can be achieved by selection of suitable
irrigation method. This method should be high technical characteristics with low irrigation management
cost. However, sometimes high technological methods are not preferred by farmers due to some difficulties
and great management costs. The base of agricultural production is productivity and education is the base
of the productivity. Improvement of education levels of farmers will contribute proper training and accurate
management of irrigation Technologies.

References
Anonymous. (2008) . General Directorate of Sate Hydraulic Works (GDSHW) http://www.dsi.gov.tr/ (in Turkish).
Anonymous. (2010). Konya Şeker A.Ş. http://www.konyaseker.com.tr/ (in Turkish).
Çiftçi, N &amp; Kutlar, Đ. (2007). Water potential and water resources of Konya Plain. Journal of Konya Ticaret Borsası, 24,
34-37 (in Turkish).
Çiftçi, N., Acar, B., Şahin, M., Yaylalı, I., &amp; Yavuz, D. (2009a). Land and Water Potentials of Turkey and Major
Problems in Irrigated Agriculture, Proceedings International Conference on Lakes and Nutrient Loads, 2009, Pocradec.
305-310.
Çiftçi, N., Acar, B., Yaylalı, I &amp; Çivicioğlu, N. (2009b). Groundwater Potential Usage and Contamination Problems in
Turkey under Global Warming Period, Proceedings International Conference on Lakes and Nutrient Loads, 2009,
Pocradec. 456-462.
Çiftçi, N., Topak, R &amp; Çelebi, M. (2010). Water potential and water use in agriculture. Journal of Konya Ticaret
Borsası, 36, 40-44 (in Turkish).
Kara, M. (2005). Irrigation and irrigation systems. Selçuk University. Agricultural Faculty, ISBN 975-448-177-6:
Konya-Turkey (in Turkish).

167

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                <text>Agriculture is one of the most important strategic sectors in terms of  the social and economic ways for Turkey. Approximately 35% of the  population has lived in rural areas and there is a huge inactive labor force in  such regions. Success and sustainability of agricultural activities depends on the  education and social structures of farmers. Irrigation and irrigation technologies  are possibly the most important inputs in agricultural activities. This study was  conducted in Konya where it has the greatest agricultural land of Turkey with  25% of the total sugar beet production of Turkey. The preferences of irrigation  methods by sugar beet producers, age distributions, education status, and  number of person in family were researched by face to face technique. The  percentages of farmers in 20-30, 31-40, 41-50 and 51-60 years old were 18.2% ,  22.7%, 35.2% and 23.9%, respectively. The education levels of those farmers  graduated from university, high, and primary schools were determined as  12.5%, 23.3%, and 64.2%, respectively. The number of person in most family  varied from 5 to 8. The 95% of the farmers have preferred sprinkler irrigation  method. The preference of drip irrigation method was 4.7% for high school  graduated farmers. The 89.3% of the farmers defined that irrigation charges  were expensive. The overall result of the study showed that increasing the  education level in farmers contributed sensitivity of farmers for the water  saving irrigation technologies</text>
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                    <text>1st International Conference on Foreign Language Teaching and Applied Linguistics
May 5-7 2011 Sarajevo

Presence of Andragogical Principles in English Language Teaching Practice
Ervin KovaĦeviĤ
English Language and Literature Program
International University of Sarajevo, Bosnia and Herzegovina
ekovacevic@ius.edu.ba
Abstract: The contemporary market demand implies that the institutions training
English teachers need to equip them with the knowledge of teaching approaches and
techniques to be used in compulsory and non – compulsory educational settings with
the learner profiles ranging from preschool students to retirees. Malcolm S. Knowles
in his The Adult Learner (2005; 1973), while contrasting the pedagogical and
andragogical educational models, concludes: the pedagogical model excludes the
andragogical assumptions; the andragogical model includes the pedagogical
assumptions; and, an ideological andragogue should be able to use or apply the model
whose assumptions are more realistic in a given situation. One of the implications is
that the effective foreign language teachers are supposed to master both the models if
they are to teach adult learners. The second one is that the teaching styles will
oscillate on the continuum between highly teacher-centered and highly learnercentered one due to the teachers‘ abilities and willingness to draw from both the
andragogical and pedagogical educational models. The assumptions have been tested
through a survey revealing that the teaching styles of the majority of the English
teachers of the language schools tend towards the teacher-centered pole, thus the
pedagogical model.
Key Words: Teaching Styles, Andragogy, Pedagogy.

Introduction
Since all adult learners are at different points on the different continua, due to all the physiological,
psychosocial and other distinguishing variables among them, a group of adult learners is never completely
homogenous (Knowles, 1990; Long, 1990; Merriam and Caffarella, 1999; Quinnan, 1997; Rogers, 1996;
Wlodkowski, 1999). Hypothetically, the degree in heterogeneity of a group of adult learners might be decreased by
placing the learners of the similar needs, goals, or characteristics together, but it can never be zero as there are no
totally same adult learner profiles to be put together in the same group. Thus, a separate approach to every
individual learner and every group of adult learners in both compulsory and non-compulsory educational settings
might be needed if any teaching process is to be marked as maximally effective. This approach is based on the
andragogical educational model which accounts for the necessity of including the uniqueness of every learner
profile into the teaching – learning exchange context and answering it through both the andragogical and
pedagogical educational perspectives which are to be implemented according to the learner profiles taught
(Knowles, 1990). While the andragogical perspective constantly tends to the inclusion of the learner‘s individual
features into every aspect of the teaching-learning exchange process (planning, delivery and assessment), the
pedagogical model does not necessarily do so.
If a group of adults is to be taught, andragogically speaking, maximizing teaching effect requires a
deliberate and constant attempt to seek for a perfect overlapping match of at least three factors: learners‘ features,
which make each adult learner so unique, teacher‘s intended outcomes, prescribed to teachers by their teaching
domain and their personal educational philosophy, and teaching-learning exchange context, where a teacher is
expected to fulfill his/her professional roles (Heimlich and Norland, 2002; Rogers, 1996).
In order to maximize the overlapping match, the fields of adult education and foreign language teaching
recognize and prescribe a number of teachers‘ roles, yet it is the context of an educational event and the teachers‘
beliefs about education based on their life philosophy and background by which the teachers interpret various
educational contexts and engage in different roles through which they display a teaching style and create a certain
atmosphere where the teaching-learning exchange occurs (Brown, 2001; Conti, 2004; Pratt, 2002; Rogers, 1996;
Zinn, 2004).
Eventually, a maximally effective teaching style relies on fully correct interpretation of any teaching –
learning exchange context, which is followed by a proper set of consequent responses that include both teaching
decisions and behaviors, and a constantly ongoing interrelatedness between the two in order to keep learners‘
features, teacher‘s intended outcomes and teaching-learning exchange context perfectly overlapping. To ensure that
the overlapping is maximized, therefore, the maximally effective teaching style has to constantly oscillate between

433

�1st International Conference on Foreign Language Teaching and Applied Linguistics
May 5-7 2011 Sarajevo
the poles of extremely teacher-centered and extremely learner-centered one, as it is trying to answer the varying
needs of the learner profiles and the uniqueness of the context where the teaching-learning exchange is occurring.
If the starting point in designing a teaching – learning exchange experience, delivering and pacing the
instruction, assessing the outcomes, and making any proceeding educational decisions are learners‘ temporary
physiological and psychosocial characteristics, including their already possessed and currently gained knowledge
or experience, their goals and expectations, and their learning pace or momentum, then the teaching style in charge
is the highly learner – centered one, and it is driven by personal educational philosophy of the highly andragogical
nature. Eventually, if the learner is capable and willing to be in charge of the teaching – learning exchange
experience, an andragogue will agree and respond accordingly. If the learner is entering a new field, the andragogue
will shape the educational process as much as he/she has to while trying to include the learners‘ personal traits as
much as possible. An opposite teaching style, one that disregards the uniqueness of adult learner profile and
operates under the ‗one size for all‘ approach, is defined as highly – teacher centered one and is run by highly
pedagogical philosophy. The pedagogue will exclude the andragogical perspective and use his/her own educational
reasoning in making any educational decisions. Any oscillations fall in between.
The aim of this study is to place the teaching styles English language teachers display while teaching
adults in non-compulsory language schools onto the continuum between highly pedagogical and highly
andragogical poles, thus attempt to point out the qualities a contemporary English teacher might have to be extra
equipped with in order to answer the current demands of the language learning market.
Method of the Study
After the literature review, which heavily focused on the literature produced in the fields of Philosophy
of Education, Adult Education, and English Language Teaching, the survey specifically designed to place
teaching styles on the continuum between teacher-centered and learner-centered poles (Conti, 2004) was carried
out with seventy (70) English teachers teaching adults in the non – compulsory language schools. The results
were compared and contrasted to the andragogical principles derived from the literature under the scope
providing both quantitative and qualitative features grounded in the overall interpretation and conclusions
(KovaĦeviĤ, 2007).
Sampling
Seventy (70) English Teachers of different language schools (Istanbul) were asked to respond to fiftytwo questions; eight of the questions related to their personal profiles, and forty-four questions were taken from a
survey designed by Conti (2004). Thirty four (34) of the respondents were of male and thirty six (36) of female
gender; fifty nine (59) of the respondents had a teaching degree and eleven (11) of them did not; thirty four (34)
of the respondents were between twenty and twenty nine years old, twenty five (25) of them were between thirty
and thirty nine years old, eight (8) of the respondents were in the forties, and three (3) of them in the fifties; five
(5) of the respondents had been teaching adults for less than a year, thirty eight (38) of them had been teaching
adults for between one and five years, fourteen (14) of them had been teaching adults for between six and 10
years, and thirteen (13) of the respondents had been teaching adults for more than ten years; fifty eight (58) of
them were of Turkish and twelve (12) of them were of other nationalities (British, American, Australian, Indian)
(KovaĦeviĤ, 2007).
Data Analysis Processes
The data was primarily analyzed according to the formulas suggested by the survey designer (Conti,
2004), which interpreted the results within the categories defining any teaching style; Learner-Centered
Activities, Personalizing Instruction, Relating to Experience, Assessing Student Needs,Climate Building,
Participation in the Learning Process, and Flexibility for Personal Development. However, there have been
eight (8) other questions included to help in diagnosing the teaching profiles whose teaching styles have been
placed on the continua between teacher-centered and learner-centered poles across all the categories. All the
results were compared and contrasted to the principles derived from the referred literature revealing both
matching and mismatching points. Yet, the analysis presented in this article has tried to broaden the previously
arrived conclusions (KovaĦeviĤ, 2007) by adding two new dimensions: the arrived results have been projected
onto the continuum between pedagogical and andragogical teaching style poles; and, there has been an attempt
to outline the implications for the contemporary English teacher training programs.

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Findings and Discussion
The majority of the English Teachers questioned expressed tendency or favourism towards
encouragment of dialogue and interaction among the students. Calling upon literature used in this research, this
fact might be evaluated as one of the matching points between literature on adult education and the practice.
Learning a foregin language requires setting the different contexts for using the learned language as a mean in
communication. By encouraging the learners to communicate among themselves a real – life context is
provided. In addition to this, the majority of respondents expressed that they arrange the classroom in the way
to facilitate the communication among the learners, and that they tolerate errors by which they encourage risk –
taking and secure learners‘ self – esteem. Either if the learners are just stimulated to communicate with each
other, despite of the language used, there are numerous positive consequences; the cohesiveness of the group is
strengthened, thus the atmosphere is less threatening and more supportive, for example, or, the experiences and
different perspectives are shared, therefore, the context for experiential or unintended learning is provided
(Burden, 1995). Even through the tolerance of those short chats or dialogues that are not excatly related to the
topic learned at a certain moment during the class, the teachers foster friendly atmosphere where learning is
enjoyed and fun.
The majority expressed that they also encourage competition; the competition might be considered
perhaps motivating as it is usually driven by inner needs to win, however, if it results into some hurt feelings and
thus being threatened and feeling insecure in the learning environment, the idea of encouraging it might be
reconsidered. In other words, if it is percieved as fun, each of the learner should be having fun, and not only
those with characteristics which help ‗winning‘.
However, not all the teachers think that learning should be fun. The majority of the respondents prefers
well – disciplined classroom. Of course, it might be claimed that both disciplined and fun class could be
possible. Some brainstorming would lead to an assumption that goal – oriented learners could actually have fun
(or perhaps feel excitment) while being surrounded by an environment where the process of learning – teaching
exchange is well emphasized and all the unrelated acts or factors are evaluted as threatening thus desired to be
kept out of the process. This assumption views goal – oriented learners as blind to everything else but their goals.
If the majority of the questioned teachers favors well – disciplined classes, perhaps it might be logical
to expect the same majority to favor quiet desk – work and disciplinary actions. A scene of the first one is an
excellent example of a silent working class where ‗everything is under control and in progress‘. The last
sentence does have a negative connotation about the quiet desk – work, however, many of the contemporary
English language teaching adult course books often ask learner to read an article or fill in the gaps with a suitable
word (Cunningham, Moor and Carr, 2005; Dubicka and O‘Keefe, 2004; Redston, 2005; Richards, Hull and
Proctor, 2005;) and this requires quiet desk – work, or does it not? Perhaps the silence could be broken by some
music playing while the students are doing their work or by an occasional comment or chat that could make
others laugh, because laughing and music might provide a happy teaching climate, which is needed if the
continuity of a group is aimed or desired. In the same light, the concept of a disciplinary action could be
examined. The necessity of disciplinary actions might perhaps be clarified in a compulsory adult educational
context, however, it is difficult to clarify it in a non – compulsory setting as, firstly, the learners are there mostly
on their free will, and secondly, they are adults, thus are responsible for their actions and are not types of
students that could and should be disciplined. Even, if the majority of the respondents expressed that they apply
disciplinary actions when they are needed, the researcher assumes that what they meant could be some of the
maneuvers that classroom management requires when there is a certain problem or conflict to be solved.

The biggest gaps between the literature on adult education and the practice of the majority of the
questioned language teachers teaching adults English at language schools are found in the facts that they prefer
determining the objectives for the learners at the beginning of a program and prefer sticking to them, use the
same materials with different students, assign the same tasks to all the learners, practice lecturing, and that they
apply formal testing and rely on it.
‗One size for all‘ approach is based on the idea that two or more adult learners might be taught the same
way at the same time, and this is what founds the base of the teacher – centered approach in the teaching
practice, or vice versa; the teacher centered approach is an approach expressed in ‗one size for all‘. While
defining the concept of ‗adult‘ Long (1990) illustrates the perspective:

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For example, a research report may state the mean income level of a particular population
segment as being $15,333. In reality it is possible that no individual actually has such an
income. The mean fails to communicate either the modal, or most frequent income, or the
income range in the population. For example, given a sample of six individuals whose incomes
are as follows: $25,000, $24,000, $21,000, $10,000, $6,000, $6,000. The total income of the
six individuals is $92,00. The range is from $6,000 to $25,000. The mean is $15,333 and the
modal income is $6,000. This reveals how the $15,333 mean income is rather low when
compared with the three highest incomes and is equally high compared with the three lowest
incomes.
Although even the adult learners might be highly dependent on their educators at certain stages while
progressing in a certain domain, this fact does not imply that all of them should be treated or approached the
same way; rather , all of their individual profiles should be examined and matched with certain teaching
strategies, styles, techniques, tasks and materials. Yet, the majority of the respondents is, it seems so, ignorant of
the profile differences by offering them all ‗the same‘. Their ignorance is so big that they even expressed that
they prefer not to spend a certain amount of effort in order to find what each learner wants and needs to know,
and that they prefer not to allow older students more time to complete assignments when they need it.
The majority of the English language teachers questioned is not following the andragogical principal of
desired stimulated independency as they prefer not to support a collaborative mode and practice behaviors that
provide the learners with the opportunities to initiate actions and encourage them to be responsible for their own
learning, not to let the adult learners participate in deciding what topics are to be covered during the lessons,
not to let the adult learners take part in developing criteria for evaluating their performance. In this way, adult
educators are ignorant towards the learners‘ self – concepts, their experiences, in other words the learners‘
already going on personal lives which actually get the learners into an educational setting, and motivate them to
learn. Can the learners be expected to remain a part of the educational setting where their experience is not
integrated into the learning progress and where they might be learning something that they believe would not
help them perform their life – tasks?
On the other hand, the majority of the teachers questioned states that they apply different teaching
methods with learners of different learning styles, take into account their students previous experiences and
encourage relating of the new ones to the already existing, and have students identify their own problems to be
solved. Compared to the so far presented indications of the survey this might sound contradictory. An answer to
the contradiction might be found in the assumptions that the teachers questioned respect the learners‘
personalities and provide them opportunities to express them (but not always as the majority stated that they
prefer to avoid giving students opportunity to express value judgments), and that they know or think that all the
learners are different. However, they might be limiting all the differences in the learners‘ profiles by
distinguishing only their learning styles.
To sum up, the majority of the questioned teachers has been found as teacher – centered oriented.
Would inviting them to adopt a learner – centered approach be too enthusiastic? According to Daley (2003),
changing an approach requires changes in the way the teachers think. This research does not ask the majority to
switch to the opposite approach, yet asks them to always: create a climate of respect, encourage active
participation, build on experience, employ collaborative inquiry, provide the contexts for immediately applying
the taught/learned, and empower the learners. These are, according to Lawer (2003), the six principles
―grounded in the literature and practice of adult education‖. So, the teachers are not invited to change the way
they think, but to change the way they teach.

Conclusions and Recommendations
If they are to be summarized, then the following conclusions are to be underlined. To start with, the
teaching styles of the majority of the English teachers of the language schools tend towards teacher – centered
pole. Therefore, it might be assumed that the teachers are practicing the teaching styles which are mainly
grounded into the pedagogical educational philosophy. Consequently, the first implication for the contemporary
English teacher training programs is to make sure that the novice teachers are equipped with the andragogical
principles apart from the pedagogical ones.
The majority of the teachers have a teacher – centered approach when it comes to providing aids for
learner – centered activities, personalizing of instruction, assessing students‘ needs, providing them participation
in the learning process, and stimulating their personal growth. Restated, the majority of the respondents tend to

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May 5-7 2011 Sarajevo
rely on the educational perspective which might be more appropriate with the non-adult or young learners, thus
pedagogical one. Eventually, the second implication for the English teacher training programs is to make sure
that their program outcomes account for the ability of the novice teachers to oscillate between the andragogical
and pedagogical educational models according to the target group being taught.
When it comes to relating the taught to the already existing experience of learners, the results showed
that half of the teachers are learner – centered oriented. This conclusion is found to be parallel to the desired
andragogical reasoning, thus the implication is that this aspect of teacher training practice is to be reinforced.
One of the teachers‘ profiles does not necessarily always tend to one of the teaching poles in all the
aspects of learning – teaching exchange to the same extent; the teacher‘s tendency to one of the poles vary
according to the actions or the aspects in question. So, the teachers oscillate between the highly andragogical and
highly pedagogical based styles. Yet, the implication would be to aim at sculpting the novice teachers who
would be able to oscillate deliberately and to the extents that the teaching – learning exchange contexts require.
The teachers mostly apply what the English Language Methodology prescribes; however, the majority
of them do not provide the circumstances for the collaborative mode prescribed by the principles of andragogy.
One may argue that adult learners attending the language schools might just want to be taught, thus they might
not ask for collaboration during the course. Yet, neglecting their needs, experience, or inner drives for being self
– directing, creates a conflict within them. Therefore, the English teacher training programs are to make sure that
the novice teachers are familiar with the drawbacks of the misapplied educational models.
Besides, the research revealed that the high percentage of teachers questioned applies teaching styles
tending towards teacher – centered pole, a certain percentage of the teachers is either strongly or extremely
teacher – centered oriented, a certain percentage tends towards learner – centered pole, and no teachers are
strongly or extremely learner – centered oriented. Rephrased, this means that either the teaching style grounded
into the andragogical perspective is impossible to be applied with the learner profiles of the teachers under the
scope, or that the teachers do not know how to implement one. More pessimistic conclusion would be that the
pedagogical educational model is prevailing as the result of the number of English teacher training programs
which are fostering pedagogical educational philosophy and disregarding the andragogical one. Then, the last
implication for the English teacher training programs would be to make sure that their novice teachers are
exposed to both the models to the equal extents and trained to implement the both according to the educational
context they are teaching in; it has to be ensured that they do not teach through the educational philosophy that
they favor but through one that is more effective.
The results presented here could be compared to the results got from the teachers teaching adults either
different contents in similar settings, or the same content in different settings. Another topic that could be
considered would be the educational philosophies of the English teachers teaching adults either at language
schools, in order to get more explanatory facts for the results and conclusions reached here, or across some other
educational settings so that the educational philosophies of the English teachers teaching adults could be better
understood. The further step could be investigating the English teachers‘ life philosophies, thus diagnosing the
personal values that could be determinants in the professional preferences between andragogical and pedagogical
educational reasoning.

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References
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Longman.
Burden, P. R. (1995). Classroom Management and Discipline, New York: Longman.
Conti, G. J. (2004). Identifying Your Teaching Style, Galbraith, M. W. (Ed.). Adult Learning Methods: A Guide
for Effective Instruction. Malabar: Krieger Publishing Company.75-91.
Cunningham, S. and Moor, P. and Carr, J. C. (2005). Cutting Edge, Harlow Essex: Longman.
Daley, B. J. (2003). A Case for Learner - Centered Teaching and Learning, Ross-Gordon, J. M. (Ed.). New
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Long, H. (1990). Understanding Adult Learners, Galbraith, M. W (Ed.) Adult Learning Methods: A Guide for
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                <text>The contemporary market demand implies that the institutions training  English teachers need to equip them with the knowledge of teaching approaches and  techniques to be used in compulsory and non – compulsory educational settings with  the learner profiles ranging from preschool students to retirees. Malcolm S. Knowles  in his The Adult Learner (2005; 1973), while contrasting the pedagogical and  andragogical educational models, concludes: the pedagogical model excludes the  andragogical assumptions; the andragogical model includes the pedagogical  assumptions; and, an ideological andragogue should be able to use or apply the model  whose assumptions are more realistic in a given situation. One of the implications is  that the effective foreign language teachers are supposed to master both the models if  they are to teach adult learners. The second one is that the teaching styles will  oscillate on the continuum between highly teacher-centered and highly learnercentered  one due to the teachers‘ abilities and willingness to draw from both the  andragogical and pedagogical educational models. The assumptions have been tested  through a survey revealing that the teaching styles of the majority of the English  teachers of the language schools tend towards the teacher-centered pole, thus the  pedagogical model.</text>
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                <text>Television may be a useful L2 resource particularly in an English as a foreign language (EFL) context because it provides authentic L2 input in an environment with limited L2 input. Research has shown that L2 learners can incidentally learn L2 vocabulary through watching television and those who watch more L2 television are likely to have higher incidental vocabulary learning gains than those who watch it less. One suggested method of improving comprehension of television is to pre-learn unknown topic related words that are found in the program to be viewed.    Since there is limited research investigating pedagogical implications of relationship between vocabulary knowledge and television, we have decided to examine the proposed method of improving comprehension observing the principles of Exploratory Practice in a microteaching setting at the Mostar University, Bosnia and Herzegovina. Students are asked to reflect on their experience teaching and being taught a lesson based on an American comedy episode with or without pre-learning the 10 most frequently occurring low-frequency vocabulary units (determined with the RANGE software using the transcript of the episode). Reflections suggested the advantage of pre-learning episode related vocabulary, although some students who pre-learned vocabulary found it challenging to understand the episode without additional background knowledge. The findings of this study suggest that pre-learning unknown topic-related words should include cultural background information to improve vocabulary incidental learning when watching television. Pre-learning in television programs may help learner’s comprehension of authentic L2 aural input and give them the confidence to use television for language learning outside of the classroom as well as within it.      </text>
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                    <text>International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Price Discrimination Approach on the Example of UniCredit Bank dd Mostar
Nađa Dreca
International University of Sarajevo
nadja_n88@hotmail.com

Abstract

The aim of this study is to clarify the concept of the price discrimination and
to show how this concept is used in banking business on the example of the
UniCredit Bank dd Mostar. Price discrimination refers to any no uniform
pricing policy used by a firm with market power to maximize its profit. Price
Discrimination leads to change in both, quantity and price. So it is also
called no uniform pricing, charging customers different prices for the same
product or charging the single customer a price that varies depending how
many units the customer buys. There are 3 degrees of Price Discrimination.
:1st degree is different prices for both consumers and units, 2nd degree is
different prices for different units and 3rd degree is different prices to
different consumers. UniCredit Bank d.d. was the first bank in Bosnia and
Herzegovina that introduced a new, unique approach to client service model.
The basic characteristic of the whole business of the Bank was actually
based on the segmentation of clients (existing and new-potential) with
complex business lines. The business lines included meeting the needs of
clients and facing in accordance with their capabilities and needs.
Characteristics of the business model UniCredit Bank dd was the segmental
approach to the client, so that the clusters of customers would fit similar
characteristics, preferences and market position, and assign them a special
service model defined by each business line. JES! Package account is present
on the market since 2006 in the form of 4 different models adapted to the
needs of the client and used by more than 50,000 customers. JES! Account
package is available in several different models - Optimum, Expert, Student
and Senior. Account package is also practical, useful, stylish and affordable.
Keywords:Price Discrimination, Different Customers,Profit, UniCredit
Bank, Banking Products, client service model

Introduction
Instead of setting a single price some firms can use the no uniform pricing, which means
charging consumers different prices for the same product or charging single customer a
price that depends on the number of units the customers buy. By replacing a single price
with no uniform pricing the firm raises its profits .Price discrimination refers to any no
uniform pricing policy used by a firm with market power to maximize its profit.

Price Discrimination
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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

A monopoly that uses no uniform prices can capture some or all of the customer surplus
and deadweight loss that results if the monopoly sets a single price.
For almost any good or service, some customers are willing to pay more than others. A
firm that sets a single price faces a trade-off between charging customers who really want
the good as much as they are willing to pay and charging a low enough price that the firm
does not lose the sales to less enthusiastic customers.
A firm can earn a higher profit by price discrimination than from setting single price. For
customers who are willing to pay more, the firm sets higher price and capture some or all
consumer surplus, and firm sells to some people who were not willing to pay as much as
the uniform price.
In order to perform price discrimination firms must satisfy certain conditions: 1. A firm
must have some market power; 2. The firm must be able to identify whom to charge the
higher price-elasticity of demand; 3. Prevent or limit resale.
There are three main degrees of Price Discrimination.
1st degree is different prices for both consumers and units
2nd degree is different prices for different units
3rd degree is different prices to different consumers
First degree (perfect) price discrimination occurs when firm sells each unit at the
maximum amount any customer is willing to pay for it, so the prices differ across
customers and a given customer may pay more for some units than for others. In this case a
monopoly is able to charge the maximum each consumer is willing to pay for each unit of
product. A firm with market power could collect the entire consumer surplus if it could
charge each customer exactly the price that that customer was willing and able to pay
(reservation price).
Second degree (quantity) price discrimination is when the firm charges different price for
large quantities than for small quantities, so the price paid by a buyer can vary with the
quantity demanded by the buyer, but all customers face the same price schedule.
Third degree (multimarket) price discrimination occurs when firm charges consumers in
different groups different unit prices. Price paid by buyers in a given group is the same for
all units purchased, but price may differ across buyer groups ( Perloff, 2009).
About the UniCredit Bank
UniCredit Bank was created by the merger of UniCredit Zagrebacka Bank and HVB
Central Profit Bank, 04.03.2008.year. With total assets of over 3.5 billion KM, capital of
350 million KM, and over 850,000 clients, the Bank operates through a network of 96
branches covering the whole territory of Bosnia and Herzegovina.
UniCredit Bank d.d. was the first bank in Bosnia and Herzegovina that introduced a new,
unique approach to client service model. The basic characteristic of the whole business of
the Bank was actually based on the segmentation of clients (existing and new-potential)
with complex business lines. The business lines included meeting the needs of clients and
facing in accordance with their capabilities and needs. Characteristics of the business
model UniCredit Bank dd was the segmental approach to the client, so that the clusters of
customers would fit similar characteristics, preferences and market position, and assign
them a special service model defined by each business line. This would be with

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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

particularly educated and assigned personal bankers or the head of a business relationship.
With this organization and education of employees, UniCredit Bank is able to identify
needs and meet the expectations of its clients, as legal persons and citizens.
Bank customers, according to its flow into an account and savings are classified into a
number of categories: lower mass, mass, mass and upper income affluent clients.
According to this classification they are assigned to their family or personal banker. (
UniCredit Bank)
Price Discrimination Example
The example of price discrimination in the selected bank is represented by the type of
banking product they sell. JES! Package account is present on the market since 2006 in the
form of 4 different models adapted to the needs of the client and used by more than
100,000 customers.
JES! Account package is also practical, useful, stylish and affordable.
This way of the price discrimination represents all three degree of price discrimination, as
well as price discrimination done by bundling or Tie-In Sales .Besides banking products
and services, the JES Package as an anchor product of the Bank also provides a range of
non-banking services and facilities thereby enriching and facilitating the everyday lives
and businesses of clients which so far have been recognized by over 100.000 satisfied
users. This type of banking products is described by the following characteristics:
Convenient to the clients- banking products and services are offered in the one package
account, together with numerous non-banking privileges, also with better price than buying
each product individually.
Saves time and money - certain services within the selected model can be used by owners
and family members
Lower-cost -services purchased in the package of product are significantly cheaper than the
purchase of individual products
Modern –client operates with the Bank in a simple, modern and fast way using direct
channels such as e-service ba-internet banking for citizens, services, m-ba-a mobile
banking service for citizens and SMS services.
Monthly fee-determined price of use of products and services is distributed evenly
throughout the year
Universal package account JES! Represents a new way of transparent operations with the
Bank and its models are adapted to specific needs in different life periods and situations.
JES! - Universal package is a product designed according to modern European standards
and tailored to your needs. Use according to own preferences and needs. JES! account
package is available in several different models - Optimum, Support, Student and Senior.
As a user specified model is identified by a specially designed VISA Electron card, which
is the primary card to your JES! Package - the account.
JES user! Package includes all banking and non-bank products and services model that you
selected. At the same time, their business with the Bank will perform in a modern way,
using the advantages of new technology.
Banking facilities
3

�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo








e-banking,
m-banking services
Visa Classic Card
MasterCard with a series of compensation
standing order
discount for approval of certain bank credit products

Non-banking benefits



discounts in the shopping-service network of partner banks,
services Mondial Assistance Center-home help in the territory of BiH, on the road,
and medical and travel services

JES! account package is available in several different models - Optimum, Support, Student
and Senior.
The complete contents of a particular model can be found in the tables below.
It represents the unique sets of the services in which all banking services and products are
combined into one single UniCredit banking product, JES! Package. It does not only
include banking but also non-banking products, with lower total price than the single price
of each product.
The benefits that JES! Package brings include:






All banking products and services, together with non-banking facilities are
combined into one single package with lower price than the single price of each
product
Variety of included products that can be according to the needs
Total cost is equally distributed over monthly price of selected JES! Package
Unique assistance at home and on the road within Bosnia and Herzegovina, as
well as abroad, in cooperation with Monidal Assistance, and medical service
Family members can use some of the facilities of the selected JES! Package

JES! account package is available in several different models - Optimum, Support, Student
and Senior
Figure 1: JES! Models

Source: UniCredit Bank

Student JES! Package (Table 1) is offer intended for student population and shaped as a
package of products. It is intended for both full time and part-time students, B&amp;H citizens
studying either in Bosnia and Herzegovina or abroad. Student package includes the
following products and services which help to students to deal with financial matters on a
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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

24/7 basis. This package is tailored according to the student population needs as well as by
price affordable for this population.
Table 1: Student JES! Package
JES! Student
Banking
Products and
services
included in
package

Non-banking
products
included into
package

Product Name
Student Account

Included in Model
YES

Maestro Card

YES

SMS

YES

Mobile Banking (m-ba)
Standing Order

1,00 KM
YES

24 PLUS savings -higher interest rates up to 24months

YES

Mondial assistance Services:
Access to Mondial assistance network provider

YES

Assistance at home - services in B&amp;H;
Service of specials in emergency interventions

up to 200 KM

Visits of a doctor in the case of accident
Visits of a nurse in the case of accident
Home care after leaving hospital
Information about medical facilities and services
Information in the case of disability

up to 150 KM
up to 100 KM
up to 100 KM
YES
YES

Information about medicines and pharmacies
Help on the road for passenger car
Repairs on the spot or two vehicles
Services Abroad

YES

Medical expenses coverage

up to 2.000,00 EUR

Medical transportation in B&amp;H

No Limit

Transportation of the deceased in B&amp;H

up to 3.000,00 EUR

Children Return

Relatives transportation

organisation and
transport costs
coverage
up to 150 EUR

Accommodation of relatives

up to 150 EUR

Legal Assistance

up to 1.000 EUR

Baggage Delay

up to 20 EUR

Information prior to travel

YES

Information about B&amp;H agencies Abroad

YES

Information in the case of documents

YES

Emergency message

YES

Help on the road for passenger car Abroad
Repairs on the spot or two vehicles

up to 150 EUR

Advantage of
Better Quality of life with Mondial Assistance Services
Student Model
Monthly price of the Student JES! Package

up to 300 KM

1,50 KM

Source: UniCredit Bank dd

Senior package (Figure 2) is made for the senior population with retirement income.
According to the products and services included it is attractive to this customer category. It

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�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

provides SMS service, especially useful for this old age category. The product very
interesting to those customers is included Visa Classic Card, with deferred payment. The
price is determined according to the financial position of the seniors.
Table 2: Senior JES! Package
Senior
Banking
Products
and services
included in
package

Nonbanking
products
included
into
package

Product Name
Current Account

Included in Model
YES

Maestro Card

YES

Visa Classic Card

YES

SMS

YES

Mobile Banking (m-ba)

1,00 KM

Standing Order

YES

Allowed Limit

up to 1.500,00 KM

24 PLUS savings -higher interest rates up to
24months
Mondial assistance Services:
Access to Mondial assistance network provider
Assistance at home - services in B&amp;H;

YES

Service of specials in emergency interventions
Visits of a doctor in the case of accident
Visits of a nurse in the case of accident
Home care after leaving hospital
Information about medical facilities and services
Information in the case of disability

up to 150 KM
up to 150 KM
up to 100 KM
up to 65 KM
YES
YES

Information about medicines and pharmacies
Help on the road for passenger car
Repairs on the spot or tow vehicles
Services Abroad

YES

Medical transportation in B&amp;H

No Limits

Information prior to travel

YES

Help on the road for passenger car Abroad
Repairs on the spot or tow vehicles

up to 150 EUR

YES

up to 250 KM

Advantage
Better Quality of life with Mondial Assistance Services
of Expert
Model
Monthly price of the Senior JES! Package
3,00 KM
Source: UniCredit Bank dd

Optimum package, represented in Figure 3, is intended to satisfy the needs of majority of
the clients by providing the services and products that they use often. Most of the users of
this model are employed persons with middle income and for them the products included
represents the way to afford themselves better possibilities and better quality of life. EBanking provides them opportunities to deal with its financial needs with less time for
transaction and lower costs.
Table 3: Optimum JES! Package

6

�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Optimum

Product Name

Included in Model

Banking
Products and
services
included in
package

Current Account

YES

Maestro Card

YES

Visa Classic Card

YES

SMS

YES

Internet Banking ( e-ba)

YES

Mobile Banking (m-ba)

For Optimum users - 1,50 KM

Standing Order

YES

Allowed Limit

up to 2.500,00 KM

24 PLUS savings -higher interest rates up to
24months
Mondial assistance Services:
Access to Mondial assistance network provider
Assistance at home - services in B&amp;H;
Service of specials in emergency interventions
Visits of a doctor in the case of accident
Visits of a nurse in the case of accident
Home care after leaving hospital

YES

Information about medical facilities and services
Information in the case of disability

YES
YES

Information about medicines and pharmacies
Help on the road for passenger car

YES

Repairs on the spot or tow vehicles

up to 300 KM

Non banking
products
included into
package

YES
up to 200 KM
up to 150 KM
up to 100 KM
up to 100 KM

Services Abroad
Medical expenses coverage

up to 2.000 EUR

Medical transportation in B&amp;H

No Limit

Medication Delivery in emergency case

up to 3.000 EUR

Transportation of the deceased in B&amp;H
Children Return

organisation and transport costs
coverage
up to 150 EUR

Relatives transportation

up to 150 EUR

Accommodation of relatives

up to 1.000 EUR

Information prior to travel

YES

Information about B&amp;H agencies Abroad

YES

Information in the case of documents
Help on the road for passenger car Abroad
Repairs on the spot or tow vehicles

YES

Advantage of Visa Classic Card costs lower
Optimum
Model
Monthly price of the Optimum JES! Package

up to 150 EUR

6,00 KM

Source: UniCredit Bank dd

Expert package is tailored for smaller population of the customers with high income level
and higher financial needs. This represents the widest set of the products offered by the
bank with the intention to satisfy the large needs of the selected population. The products
included and the price is set according to the preferences, and needs and customer profile.
(Figure 4).
Table 4: Expert JES! Package

7

�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Expert

Product Name

Included in Model

Banking
Products and
services
included in
package

Current Account

YES

Maestro Card

YES

Visa Classic Card

YES

MasterCard Revolving

YES

SMS

YES

Internet Banking ( e-ba)

YES

Mobile Banking (m-ba)

YES

Standing Order

YES

Allowed Limit

up to 5.000,00 KM

Provision for mortgage and cash loans

30% Discount

24 PLUS savings -higher interest rates up to
24months
Mondial assistance Sevices:

YES

Access to Mondial assistance network provider
Assistance at home - services in B&amp;H;

YES

Service of specials in emergency interventions
Visits of a doctor in the case of accident

up to 300 KM
up to 200 KM

Visits of a nurse in the case of accident

up to 110 KM

Medication Delivery in emergency case organization and delivery costs covered
Home care after leaving hospital

up to 60 KM

Information about medical facilities and services
Information in the case of disability

YES
YES

Information about medicines and pharmacies
Help on the road for passenger car
Repairs on the spot or tow vehicles

YES

Organization of the substitute car

YES

AccomoYEStion

up to 100 KM

Continuation of the journey

up to 300 KM

Non banking
producst
included into
package

up to 200 KM

up to 350 KM

Services Abroad
Medical expenses coverage

up to 4.500 EUR

Medical transportation in B&amp;H

No limit

Medication Delivery in emergency case

up to 30 EUR

Transportation of the deceased in B&amp;H

up to 3.000,00 EUR

Children Return
Relatives transportation

organidation and
transport costs coverage
up to 300 EUR

Accomodation of relatives

up to 300 EUR

Information prior to travel

YES

Information about B&amp;H agencies Abroad

YES

Information in the case of dotocuments

YES

Emergency message

YES

Continuation of the journey

up to 150 EUR

Baggage Delay- cost coverage

up to 50 EUR

Legal Assistance

up to 1.200,00 EUR

Help on the road for passenger car Abroad
Repairs on the spot or tow vehicles

up to 200 EUR

8

�International Conference on Economic and Social Studies (ICESoS’13), 10-11 May, 2013, Sarajevo

Organization of the substitute car

YES

AccomoYEStion

up to 85 EUR

Continuation of the journey

up to 150 EUR

Advantage of
Better Quality of life with Mondial Assistance Services
Expert Model
Monthly price of the Expert JES! Package
10,00 KM
Source: UniCredit Bank dd

Conclusion
The aim of this study is to clarify the concept of the price discrimination and to show how
this concept is used in banking business on the example of the UniCredit Bank dd Mostar.
UniCredit Bank d.d. was the first bank in Bosnia and Herzegovina that introduced a new,
unique approach to client service model. The basic characteristic of the whole business of
the Bank was actually based on the segmentation of clients (existing and new-potential)
with complex business lines. The business lines included meeting the needs of clients and
facing in accordance with their capabilities and needs. Characteristics of the business
model UniCredit Bank dd was the segmental approach to the client, so that the clusters of
customers would fit similar characteristics, preferences and market position, and assign
them a special service model defined by each business line. JES! account package is
available in several different models - Optimum, Expert, Student and Senior. Account
package is also practical, useful, stylish and affordable.
This way of the price discrimination represents all three degree of price discrimination, as
well as price discrimination done by bundling or Tie-In Sales .Besides banking products
and services, the JES Package as an anchor product of the Bank also provides a range of
non-banking services and facilities thereby enriching and facilitating the everyday lives
and businesses of clients which so far have been recognized by over 100.000 satisfied
users. It represents the unique sets of the services in which all banking services and
products are combined into one single UniCredit banking product, JES! Package. It does
not only include banking but also non-banking products, with lower total price than the
single price of each product.
Each of this model with the products included is specially designed for the certain and
targeted clients. Based on this segmentation the price of the model is determined. The
intention behind is that each customer pay his reservation price and that all consumer
surplus is caught.

References
Perloff, J.M. (2009) Microeconomics, 5th Edition, Boston, USA, Pearson Education
UniCredit Bank http://www.unicreditbank.ba/home/wps/wcm/connect/ucb_ba/utils/index/
Last Access 22nd April 2013

9

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                <text>The aim of this study is to clarify the concept of the price discrimination  and to show how this concept is used in banking business on the example  of the UniCredit Bank dd Mostar. Price discrimination refers to any no  uniform pricing policy used by a firm with market power to maximize its  profit. Price Discrimination leads to change in both, quantity and price. So  it is also called no uniform pricing, charging customers different prices for  the same product or charging the single customer a price that varies  depending how many units the customer buys. There are 3 degrees of  Price Discrimination. : 1st degree is different prices for both consumers  and units, 2nd degree is different prices for different units and 3rd degree  is different prices to different consumers. UniCredit Bank d.d. was the first  bank in Bosnia and Herzegovina that introduced a new, unique approach  to client service model. The basic characteristic of the whole business of  the Bank was actually based on the segmentation of clients (existing and  new-potential) with complex business lines. The business lines included  meeting the needs of clients and facing in accordance with their  capabilities and needs. Characteristics of the business model UniCredit  Bank dd was the segmental approach to the client, so that the clusters of  customers would fit similar characteristics, preferences and market  position, and assign them a special service model defined by each business  line. JES! Package account is present on the market since 2006 in the form  of 4 different models adapted to the needs of the client and used by more  than 50,000 customers. JES! account package is available in several  different models - Optimum, Expert, Student and Senior. Account package  is also practical, useful, stylish and affordable.  Keywords: Price Discrimination, Different Customers, Profit, UniCredit  Bank, Banking Products, client service model.</text>
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                    <text>Journal of Economic and Social Studies

Price Related Constructs’ Effects on Daily Deal Buying
Behavior in Turkey i
Hilal Asil
Fatih University
Istanbul,Turkey
hilalasil@fatih.edu.tr
Hilal Özen
Istanbul University
Istanbul, Turkey
hilaloz@istanbul.edu.tr
Abstract: Daily deal sites have become so popular in Turkey just as

they have in many other countries. Heavy discounted offers for
products or services attract most of the people to these new
marketplaces. Glancing over the offers before starting to work became
a habit for some of the people. However, some others do not have any
interest to daily deals. So, it can be said that behavioral differences
are unavoidable among customers. There are different forces that
initiate the buying process. In this study, factors that affect buying
behaviors of people from daily deal sites are investigated. The effect
of buying behavior on satisfaction is also examined. Price related
constructs (price consciousness, price mavenism, sale proneness and
coupon proneness) and impulse buying tendencies of customers are
taken as predictors of buying behavior from daily deal sites. Results
suggest that price mavenism and coupon proneness are positively
related with buying behaviors from online daily deal sites. On the
other hand satisfaction come about to be a positive result of buying
behavior. Even though the focus of this study is specific to a limited
group, it is envisaged that the results will provide insights for both
academics and e-tailers.

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Keywords: Daily Deal Sites;

Online Shopping; Turkey;
Structural Equation Modeling.

JEL Classification: M31,

M10

Article History

Submitted: 10 February 2014
Resubmitted: 30 May 2014
Accepted: 12 August 2014

http://dx.doi.org/10.14706/JE
OCSS11514

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Introduction
The rapid change in information and communication technologies today made
consumers begin to spend much more time on the Internet. Hence, the number of
the consumers’ online shopping activities is increasing day by day. According to the
Interbank Card Center (BKM) data, e-commerce in Turkey has grown 14% in 2013
compared to the same period in 2012 (BKM, 2013). On the other side, this Internet
revolution has also forced organizations to adapt their marketing, sales, and
distribution and promotion efforts to the online environment. For retailers, these
platforms represent a new marketing channel to promote their products and services
and to attract new customers (Krasnova et al., 2013).
In parallel with the developments in e-commerce, daily deal sites have become the
latest Internet enthusiasm, providing discounted offers to customers for various
items. Moreover, they have contributed to the transformation of online shopping.
This new concept is growing as a subset of online shopping, which has been also
named as “private shopping” or “exclusive shopping”. It is really like a closed loop at
which only members can take the advantage of deep discounts and high-end brands
(Baybars and Ustundagli, 2011). Membership is free, but in some cases to become a
member to one of the deal sites, a person needs to be invited by another member.
Daily deal sites have some advantages, as well as some disadvantages, both for the
service providers and the customer. While the service providers get new customers
and increase their popularity, in the meantime they can give some damage to their
relations with their old customers. On the other side, customers get massive
discounts by this way and get to know more places. But, they are sometimes
discriminated and mistreated in some places to which they go using the discount
coupons (Dang, 2013).
Regardless of the problems that both side face, there are also a number of daily deal
websites where users have to sign up to be able to buy products at high discounts in
Turkey. In 2008 private shopping began to grow in Turkey. Markafoni was the first
website which applied the daily deal model in this country. Trendyol and Limango
were the followers in the Turkish online market. After those three firms, the number
and variety of daily deal sites had increased continuously (Ekonomist, 2011).
Unnado, Vipdukkan, Morhipo, Daybuyday, Markareyon and Perabulvarı were the
most known private shopping sites after the first ones. In the beginning, the daily
deal sites in Turkey were only accepting consumers that they had invited via an

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invitation letter. But, after 2009 most of them had changed their operations and
opened their system to all Turkish Internet users (Eticaretmag, 2013a).
Despite the rapid development of the private shopping industry, research in this area
appears to be insufficient. Thus, this paper represents an attempt to find out factors
affecting consumers’ shopping behaviors and their satisfaction from daily deal sites.
Literature review
The usage of coupons and the promotions in purchasing products, are widely
studied by academics in the literature, but limited research exists about daily deal
sites which is also a new form of price promotion (Kimes and Dholakia, 2011).
Several concepts from the promotions literature are relevant to the study of daily
deals. Among these, consumers’ price consciousness, price mavenism, sale proneness,
coupon proneness which are price related constructs and impulse buying tendency
are examined in the context of this study.
Price Consciousness
Price consciousness is "the degree to which the consumer focuses exclusively on paying
low prices" (Lichtenstein et al., 1993, p. 235). Brown et al. (2003) describe price
conscious consumers as people who are more concerned with purchasing products
and services at the lowest price or trying to get the best possible value for the money
they spend. The Internet itself is a very convenient channel for price conscious
consumers; as it diminishes the search costs by providing rapid and easy access to
information about products and services (Girard et al., 2003). Daily deal sites also
provide low price opportunities to customers. Price conscious consumers have a
tendency to find cheaper items and reduce their search costs. So, they may be more
willing to shop from daily deal sites. Therefore, in this study it is expected that price
consciousness has a positive effect on buying behaviors of online consumers.
H1: Price consciousness is positively associated with buying behavior from online
daily deal sites.
Price Mavenism
Some of the consumers may have a desire to be perceived as a "price maven" in their
social environment (Lichtenstein et al., 1993). By the definition provided by Yu
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(2008, p. 67), price mavenism is explained as “the degree to which an individual is a
source for price information for many kinds of products and places to shop for the lowest
prices”. Price mavenism concept could be accepted as the narrow interpretation of
the market mavenism concept (Moore et al., 2003) because, where market mavens
are known as market experts, price mavens are only focused on price information in
a market. Price mavens are mostly concerned with low price information in the
market so that s/he could share this with others. So, in a similar vein with price
consciousness, price maven consumers could be more willing to shop from daily deal
sites that are mostly popular with low prices. It is expected in this study that price
mavenism will have a positive effect on buying behaviors of online consumers.
H2: Price mavenism is positively associated with buying behavior from online daily
deal sites.
Impulse Buying Tendency
According to consumer decision process, consumers pass through numerous stages
when they decide to purchase a service or product. After recognizing the need, they
begin to search for information, evaluate alternatives and at the end decide to
purchase. But, impulse buyers are feeling an urge to buy immediately, so they either
pass this stages without thinking or they find themselves at the purchase stage
without searching for information and looking for alternatives. On the other hand,
this way of behavior is more common in the online environment. Consumers are
acting more impulsively while making online purchasing (Verhagen and Dolen,
2011).
From this point of view, one can assume that, when consumers see an offer in a daily
deal site they could buy the item without thinking. In a study held by Sharma and
Khattri (2013) they found that most of the online daily deals are taking place on
impulse. The limited time period for a product in a daily deal site could make
consumers more impulsive buyers (Liu et al., 2013). So, the shopping made from
daily deal sites may be strongly related to impulse buying tendencies of consumers.
This study is also expecting a high relationship between those two constructs.
H3: Impulse buying tendency is positively associated with buying behavior from
online daily deal sites.

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Sale Proneness
Being on sale could be sometimes the foremost important reason for a consumer in
order to decide to buy a product. Yu (2008, p. 67) defined sale proneness as “an
increased propensity to respond to a purchase offer when the price is presented in a
discounted form”. Lichtenstein, Ridgway and Netemeyer (1993) stated in their study
that people perceive sale prices more valuable than an equivalent price that is not
presented in sale form. The buying intentions of consumers and being sale prone was
found to be positively correlated in the literature (Alford and Biswas, 2002). In this
study, it is also expected that sale proneness will have a positive effect on buying
behaviors of online consumers.
H4: Sale proneness is positively associated with buying behavior from online daily
deal sites.
Coupon Proneness
Coupons are important promotional tools in some product categories (Swaminathan
and Bawa, 2005). They are also being used in daily deal sites in order to attract
consumers. When they are offered a discount coupon after entering the website, they
become prone to use this coupon. So, consumers who respond to coupon offers are
called as “coupon prone” consumers (Lichtenstein et al., 1990). Coupon proneness is
a very similar concept with sale proneness and suggests that the perception of the
price cue may also be related to the form in which it is presented (Lichtenstein et al.,
1993, p. 235). Coupon proneness is consistent with the negative role of price which
means that higher prices result in lower purchases (Alford and Biswas, 2002).
Lichtenstein et al. (1990) define coupon proneness as “increased propensity to respond
to a purchase offer because the coupon form of the offer positively affects purchase
evaluations”. This study claims that coupon proneness will also have a positive effect
on buying behavior.
H5: Coupon proneness is positively associated with buying behavior from online
daily deal sites.
Satisfaction
The satisfaction concept has an important position in marketing practice (Ho and
Wu, 1999). Satisfaction from a retailer refers to consumers’ overall evaluation of the
organization, based on their experiences with the organization (Park and Kim, 2003,
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p.18). When the consumers are dissatisfied after a purchase behavior, they generally
do not want to try the same experience again from the same retailer or e-tailer. So, it
can be said that satisfaction is a key component for designing an online retail store
(Liu et al., 2008). In order to make customers repeat the purchase behavior e-tailers
should try to satisfy them. So, it is expected in this study that buying behavior will
have a positive effect on satisfaction.
H6: Buying behavior is positively associated with satisfaction from online daily deal
sites.
Figure 1 shows all of the hypothesized relationships.
Figure 1: Research Model
Price Consciousness

Price Mavenism

Impulse Buying
Tendency

Buying Behavior
from Daily Deal
Sites

Satisfaction from
Daily Deal Sites

Sale Proneness

Coupon Proneness

Research Methodology
Research Objectives
This study attempts to analyze the effects of price related constructs (price
consciousness, price mavenism, sale proneness and coupon proneness) and impulse
buying tendencies of online consumers on their buying behaviors from daily deal

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sites in Turkey. Besides, the effect of buying behavior on satisfaction is also
investigated.
Sample
In order to test the research model, an online survey was conducted. The survey was
conducted from April 30 to May, 14, 2013. Respondents of the survey were online
consumers in Turkey who have bought a service or a product from an online daily
deal site in Turkey within the last three months. An e-mail was sent to the people
who were thought to shop from online daily deal sites in order to announce the
survey. They were also asked to forward the e-mail to whom they think that were
also using daily deal sites for shopping. In the e-mail, a link to the address was
provided with instructions to start the questionnaire. At the end, the online
questionnaire was administered to a set of 245 respondents. Respondents were the
existing customers of the Turkish online deal sites.
The demographic characteristics of the survey sample are summarized in Table 1.
The sample comprised of 138 (56.3%) women and 107 men (43.7%). The
respondents’ ages ranged from 18 to over 58 years. Most of the respondents were
between the age group of 26-33 (38.4%) and it was followed by the age group of 3441 (25.3%). High School and lower grade respondents comprised only the 11.4%,
university and over grade respondents comprised the 88.6% of the sample.
Table 1: Demographic Characteristics of the Sample
Age
18-25

n
60

%
24.5

26-33
34-41
42-49
50- 57
58+
Total

94
62
17
9
3
245

38.4
25.3
6.9
3.7
1.2
100.0

Education
Have not completed High
School
High School
University
MS/Doctorate
Total

n
1

%
0.4

Gender
Female

n
138

%
56.3

27
138
79
245

11.0
56.3
32.2
100.0

Male
Total

107
245

43.7
100.0

The respondents were also asked to indicate which of the daily deal sites they used
more in the last three months. Markafoni had by far the largest share of 24.5%,
which was the most preferred site in this study. This outcome was a surprise since
Markafoni is the pioneer of this industry in Turkey (Özmen, 2011). Trendyol
(20.0%) was the second mostly preferred daily deal site.
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Measures
The price related constructs, which are price consciousnesses, price mavenism, sale
proneness and coupon proneness, were measured using multiple items, five-point,
Likert scales ranging from strongly disagree (1) to strongly agree (5). Similarly
impulse buying tendency and satisfaction from online daily deal sites were measured
by multiple items. Buying behavior from online daily deal sites were measured by
asking the number of purchases made from an online daily deal site in the last three
months. For all of the constructs initial scale items were adapted from previously
validated measures. The items were adapted from the scales initially developed by
Lichtenstein et al. (1993), Dholakia and Kimes (2011), Lichtenstein et al. (1990),
and Liu et al. (2008).
Price consciousness was measured by three items; price mavenism and sale proneness
were each measured by five items, which were all derived from Lichtenstein et al.
(1993). Coupon proneness was measured by four items and was adapted from
Dholakia and Kimes (2011) and Lichtenstein et al. (1990). Impulse buying tendency
was measured by five items and was adapted from Dholakia and Kimes (2011).
Lastly, satisfaction from daily deal sites has four items and which was derived from
the study of Liu et al. (2008).
Results
After collecting the data, validities and reliabilities of the scales were analyzed. The
validity of the obtained data was tested using confirmatory factor analysis (CFA).
CFA is known as a more strict interpretation of dimensionality of the scales
(Gerbing and Anderson, 1988). In the initial test, the measurement model needed
some revisions. So, the model was consequently refined by eliminating one item that
has the largest error variance (Broekhuizen, 2006). After eliminating this item, the
test of the final measurement model showed a good fit between the data and the
proposed measurement model. One of the goodness of fit index measures is the
relative/normed chi-square (χ2/df). Although there exists still some conflict
regarding the acceptable ratio for this statistic, the cutoff point was taken as 3 (Hair
et al., 2006). The ratio of the chi square value relative to degrees of freedom for the
measurement model was calculated to be 1.663. Besides, comparative fit index
(CFI), the goodness of fit index (GFI), the normed fit index (NFI), adjusted
goodness of fit index (AGFI), Tucker Lewis Index (TLI) and the root mean square
error of approximation (RMSEA) were also taken in order to test the goodness of fit
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�Price Related Constructs’ Effects on Daily Deal Buying Behavior in Turkey

of the measurement model. For CFI, NFI and GFI the recommended threshold for
good fit is 0.90, and this was nearly met for most of the fit indexes (Hair et al., 2006;
Kline, 2011; Raykov and Marcoulides, 2006). Also, RMSEA, in which a value less
than 0.08 is considered a good fit, was also met (Browne and Cudeck, 1993). The
results of CFA for the dataset are given in Table 2.
Table 2: Goodness of Fit Statistics for the Measurement Model
1.66

0.879

0.951

0.887

AGFI
0.844

&lt; 3.00

&gt; 0.90

&gt; 0.90

&gt; 0.90

&gt; 0.90

X2/sd
Goodness of Fit Measures
Recommended Levels

GFI

CFI

NFI

TLI
0,941

RMSEA

&gt; 0.90

&lt; 0.08

0.052

In addition to the goodness of fit measures, reliabilities of the constructs were also
considered. In order to test the reliabilities of the measures, cronbach’s alpha
coefficient was used. According to Hair et al. (2006), Cronbach’s alpha values should
be above 0.70 in order to establish scale reliability. Cronbach’s alpha scores assessing
internal consistency of all research constructs were above 0.70, indicating good
reliabilities of measures.
Structural Model
After testing the validity and reliabilities of the items, the causal relationships
between them were tested. This study used structural equation modeling in order to
test the hypothesized relationships between the constructs. At first, the fit between
the data of this study and the proposed model was analyzed. To assess the model fit,
χ2/df statistic, goodness of fit index (GFI), comparative fit index (CFI), normed fit
index (NFI) and the root mean square error of approximation (RMSEA) were used.
All of the goodness of fit measures was between the recommended levels, so the
model had a good fit.
Table 3: Model Fit for the Structural Model
Goodness of Fit Measures
Recommended Levels

X2/sd

GFI

CFI

NFI

0.883

0.956

0.891

AGFI
0.851

TLI
0.948

RMSEA

1.58
&lt; 3.00

&gt; 0.90

&gt; 0.90

&gt; 0.90

&gt; 0.90

&gt; 0.90

&lt; 0.08

0.049

Looking at the results for the model, three of the hypotheses were supported. The
positive effect of price mavenism (H2) and coupon proneness on buying behavior
(H5), and again the positive effect of buying behavior on satisfaction (H6) were all

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�Hilal Asil, Hilal Özen

supported. However, there was no support for H1, H3 and H4. Table 4 summarizes
the standardized path coefficients and t-values.
Table 4: Parameter Estimates for the Structural Model
Price ConsciousnessBuying Behavior
Price MavenismBuying Behavior
Impulse Buying TendencyBuying Behavior
Sale PronenessBuying Behavior
Coupon PronenessBuying Behavior
Buying BehaviorSatisfaction

Parameter Estimates

t-values

0.036

0.465

0.170

2.335*

0.060

0.817

-0.129

-1.260

0.229
0.260

2.515*
3.996*

Hypothesis
Not
Supported
Supported
Not
Supported
Not
Supported
Supported
Supported

*p&lt;0.05
As the results indicate, being a price maven and a coupon prone customer was found
to be important for deciding to buy from online daily deal sites. Also, if a consumer
bought from daily deal sites, this behavior was correlated with his/her satisfaction
from those sites. But, price consciousness, sale proneness and impulse buying
tendency were the constructs that were not related with buying behaviors from the
online daily deal sites in Turkey.
Conclusion
Internet became a popular way for shopping throughout the world. Turkey, in this
sense, is still a developing country with its 21.8% online shopping rate (TUIK,
2012). This rate could be interpreted as only one of the five internet consumers uses
it for shopping purposes currently. Besides, a new way of online shopping called
“private shopping” brought some changes to online shopping. In this new way of
shopping “daily deal sites” which are offering many kinds of discounted products to
their members, have contributed to the transformation of online shopping
experience in Turkey as well (Pelenk et al., 2011).
In this paper, the factors that predict a consumer’s online buying behavior from daily
deal sites were attempted to be investigated. Those constructs were price
consciousness, price mavenism, impulse buying tendency, sale proneness and coupon
proneness. Besides the main objective, the effect of buying behavior on satisfaction

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from online daily deal sites was also investigated. Primary data was collected from an
online survey of national Internet users.
Results of the study showed that some of the price related factors have significant
effects on buying behavior from daily deal sites, while some do not have any effect.
The hypothesis which claimed that there is a positive correlation between price
mavenism and buying behavior was found to be significant. The shopper’s price
maven trait is a positive predictor of their daily deal site usage, suggesting that a key
motivator for daily deal purchase is being a good source of price information and
making suggestions about price issues to friends. Respondents who see themselves as
price maven are more prone to buying from daily deal sites. Those type of people
mostly follow the discounts. On the other hand, daily deal sites claim to have the
best prices. So, it could be said that the objectives of the consumers overlap with the
purposes of the daily deal sites.
Coupons have been in use throughout the world for many years to get discounts
while buying something. Especially in the US, businesses took notice of the coupons
and made millions of consumers use coupons (Horne, 2013). However, this habit is
not widespread among Turkish retailers. Nevertheless, in Turkey, with the great
success of daily deal sites, most of the people began to use this channel. So, the
popularity of discount coupons is on rise. In this study, coupon proneness is found
to be a positive predictor of buying behavior. This increases the possibility that
consumers use daily deal sites because of the promotions made for the services and
products. Similar with this study, Dholakia and Kimes (2011) tried to examine the
effects of the six psychological factors of daily deal site use in their study. They found
market mavenism and coupon proneness as positive predictors of online daily deal
site usage.
Finally, buying behavior has a positive effect on satisfaction from online daily deal
sites. This means that when the number of purchases made from daily deal sites
increases, the level of satisfaction increases. On the other hand, price consciousness,
sale proneness and impulse buying tendency were not found to be predictors of
buying behavior from daily deal sites. This suggests that daily deals do not appear to
be attractive for price conscious and sale prone consumers to greater degrees.
Interestingly, respondents who have tendency for buying impulse are not willing to
buy from daily deal sites.

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Implications
Why do consumers choose to buy from daily deal sites? Is this because they are
impulsive buyers or do they love to hunt for bargains? Does coupon matter for
them? Do mostly price conscious buyers choose this way of shopping? The results of
the present study give answers to these questions for Turkish online consumers.
There are some interesting findings of this study. At first glance, one can think that
the logic behind daily deal sites is the low prices that they offer. This means that,
online consumers use this way of shopping, because they think they are paying less
compared to other online stores and even physical stores. But, price consciousness
and sale proneness were not found to be related with buying behavior from daily
deal sites. This could be interpreted as people who are searching for low prices are
not always willing to buy from daily deal sites. Turkey is not in introductory stage
for this way of shopping. The Turkish daily deal market could be claimed to be in
the maturity stage, since in the first years, the market grew so fast and after 2014 this
growth began to decline (Eticaretmag, 2013b; Atakan et. al., 2013). The big players
mostly survive in the market, but even so there are still numerous daily deal sites and
consumers are purchasing from those types of sites. They do not see daily deal sites
as outlet stores offering low prices, which was the viewpoint at the beginning,
because in some of the daily deal sites (especially in the leading sites such as
markafoni.com) some luxury and high-priced brands are being sold. Prices of those
products are same with these brands’ official web stores. In this case, consumers may
choose buying from the daily deal site due to ease of access to luxury brands with
limited distribution rather than price advantages. Besides, the inventory levels of the
suppliers that are providing the products to daily deal sites began to drop off (Yavuz,
2012). This could be also a reason behind the moderate price levels. At the
beginning the inventory level was high and the number of daily deal sites was low.
So, they were utilizing from the situation and were offering lower prices to online
customers. But later, this advantage disappeared.
On the other hand, the most advantageous feature of online stores is their 7/24
accessibility. Consumers have the chance to buy what they want at the time their
need emerges. This feature may increase the number of sudden purchases made from
the internet which is directly related to impulse buying tendency. A recently
conducted study by Liu et al. (2013) in China emphasized the importance of
impulsiveness in online group shopping and recommended online retailers to pay
attention to impulse purchases. Also, a study held by Martinez and Kim (2012) in
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the US found a positive significant relationship between impulse buying behavior
and intention to purchase from a private sales site. But, in our study which is
conducted in Turkey, the story is not the same. Consumers having tendency for
impulsive buying are not eager to buy from online daily deal sites. The e-tailers of
daily deal sites should be aware of their customers, because they are not buying
products/services without thinking. Therefore putting effort for attracting impulsive
buyers does not seem a good idea for daily deal site retailers. Giving a limited time
offer for the consumers in order to make them buy things quickly will not work. For
this reason, they could extend the time period they offered to consumers for
discounts.
Being price maven and using coupons are the supporting criteria for using daily deal
sites. Consumers who are consulted for price information are more eager to buy
from daily deal sites. The reason behind this may because they want to give the
impression to others that they follow daily offers. The perception of other people
could be important for them. So, getting price information as early as possible is an
important criterion for those type of consumers. Daily deal sites e-mail their
subscribers every day. The e-tailers of daily deal sites may increase the frequencies of
those alerts to consumers who are using their sites more often. Because the possibility
of being a price maven for the people using daily deal sites more often could be high.
According to the results of this study, using coupons encourages online consumers to
shop from daily deal sites more frequently. Consumers who are prone to use
coupons also use daily deal sites more often as compared to others. Coupon usage is
normally not so widespread in Turkey for physical stores, but in online shopping,
especially for daily deal sites’ coupons became popular. People are getting used to
coupons. Some of them are sent by e-mail to consumers, some of them are active for
one hour when they enter to the website. These coupons motivate online consumers
for buying more products/services. E-tailers should consider this effect.
In addition, the research findings of this study do provide some insights for Turkish
e-retailers of daily deal sites in designing managerial implications on how to improve
their performance in order to increase the level of customer satisfaction. They should
consider the effects of those two constructs. Because, they have an effect on buying
behaviors of online consumers and buying behavior is directly related to customer
satisfaction.

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Limitations and Future Research
Even though the research findings provide some new insights to researchers, as of
prior studies this study has also some limitations. Firstly, even this study has a diverse
sample that covers a wide range of demographic characteristics; the method for this
is convenience sampling. The data were obtained from online consumers by emailing and asking them to submit to the questionnaire. So, the study could not
present the entire Turkish online consumers. More diversified samples would
provide more valuable results. Second, this study investigated the effects of price
related factors and impulse buying tendency on buying behavior from daily deal
sites. Some other constructs may have also any effect on buying behavior. In the
future, those factors could be included and the effects may be retested.
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Yavuz, Ö. (2012). Özel Alışveriş Siteleri Satacak Mal Bulamıyor Mu?. Ekonomist,
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This paper is an improved version of the study named “Factors Influencing Buying Behavior
on Daily Deal Sites in Turkey” which was partly presented in ICESoS 2013 Conference.

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                <text>Abstract: Daily deal sites have become so popular in Turkey just as they have in many other countries. Heavy discounted offers for products or services attract most of the people to these new marketplaces. Glancing over the offers before starting to work became a habit for some of the people. However, some others do not have any interest to daily deals. So, it can be said that behavioral differences are unavoidable among customers. There are different forces that initiate the buying process. In this study, factors that affect buying behaviors of people from daily deal sites are investigated.  The effect of buying behavior on satisfaction is also examined. Price related constructs (price consciousness, price mavenism, sale proneness and coupon proneness) and impulse buying tendencies of customers are taken as predictors of buying behavior from daily deal sites. Results suggest that price mavenism and coupon proneness are positively related with buying behaviors from online daily deal sites. On the other hand satisfaction come about to be a positive result of buying behavior. Even though the focus of this study is specific to a limited group, it is envisaged that the results will provide insights for both academics and e-tailers.  Keywords: Daily Deal Sites, Online Shopping, Turkey, Structural Equation Modeling.  JEL Classifications: M31, M10</text>
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