Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15070
Título: The influence of price changes on consumers' purchase decisions
Autor: Tulwin, Katarzyna
Orientador: Martinez, Luís Fructuoso
Palavras-chave: Price sensitivity
Decision making
Consumer behavior
Data de Defesa: Mai-2014
Resumo: The development of an effective pricing strategy requires the acquaintance of consumers’ price perception as well as the range of elements that influence the price sensitivity. This paper analyses the relationships between product features, individual characteristics and the level of price increase/decrease that induces the consumers to change their purchase decisions. The results of a dedicated survey show, that price sensitivity, individual preferences, type of product and direction of price change and individual characteristics of consumers (gender, age, professional situation) have a significant impact on a threshold at which people are willing to choose the less attractive, but cheaper alternative to their favorite product or give up the variety in consumption. From a consumer behavior perspective, these findings play a fundamental role in pricing.
URI: http://hdl.handle.net/10362/15070
Designação: A Work Project presented as part of the requirements for the Award of a Master Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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