A carregar...
Publicação
The influence of price changes on consumers' purchase decisions
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 636.69 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Price sensitivity Purchase Decision making Consumer behavior