دانلود مقاله ISI انگلیسی شماره 40431
عنوان فارسی مقاله

شیوه های قیمت گذاری: نقد و اثرات آنها بر برداشت ها و رفتار مصرف کننده

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
40431 2014 12 صفحه PDF سفارش دهید 11600 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Pricing practices: A critical review of their effects on consumer perceptions and behaviour
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 21, Issue 5, September 2014, Pages 696–707

کلمات کلیدی
شیوه های قیمت گذاری - بررسی انتقادی - اقتصاد رفتاری - روانشناسی مصرف کننده
پیش نمایش مقاله
پیش نمایش مقاله شیوه های قیمت گذاری: نقد و اثرات آنها بر برداشت ها و رفتار مصرف کننده

چکیده انگلیسی

With the present challenge to compete on price or product assortment, retailers and manufacturers are increasingly focusing on state-of-the-art pricing strategies which have their roots in behavioural economics and psychology. The current review is an empirical investigation on the relative effectiveness of various pricing practices on consumer perceptions and behaviour. Six pricing strategies were reviewed; drip pricing, reference pricing, the use of the word ‘free’, bait pricing, bundling and time-limited offers. The review shows that the former three have received a significant amount of attention and have a robust impact on consumer perceptions and behaviour. There is less research on the latter three; however, the available evidence does suggest that they, too, may be capable of influencing consumers’ choices. Finally, it is also clear that the effects of pricing practices can be moderated by a variety of factors. Overall, the current review indicates that sellers are able to influence perceptions and purchase decisions of consumers based on the manner in which prices are displayed. The implications of these findings for retailers, policy makers and researchers are discussed.

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