The Impact of Price on Consumer Buying Behavior

8 Pages Posted: 21 Jul 2023

See all articles by Fransiska Johan

Fransiska Johan

Atma Jaya Makassar University

Norika Laorens

Atma Jaya Makassar University

Jennifer Kellys Liongianto

Atma Jaya Makassar University

Date Written: July 13, 2023

Abstract

The price of a product or service is a critical factor that influences consumer buying behavior. This abstract explores the impact of price on consumer decision-making processes, examining how price sensitivity, perceived value, and price-quality perceptions shape consumer behavior. It highlights the various factors that affect consumers' perception of price, including income, psychological factors, and reference prices. The abstract also discusses the role of pricing strategies, such as discounts, promotions, and price signaling, in influencing consumer behavior. Furthermore, it addresses the importance of understanding price elasticity and its implications for pricing decisions. Recognizing the impact of price on consumer buying behavior is vital for businesses in effectively pricing their products and implementing successful marketing strategies.

Keywords: price, consumer buying behavior, price sensitivity, perceived value, price-quality perceptions, pricing strategies, price elasticity.

Suggested Citation

Johan, Fransiska and Laorens, Norika and Liongianto, Jennifer Kellys, The Impact of Price on Consumer Buying Behavior (July 13, 2023). Available at SSRN: https://ssrn.com/abstract=4508503 or http://dx.doi.org/10.2139/ssrn.4508503

Fransiska Johan (Contact Author)

Atma Jaya Makassar University ( email )

Norika Laorens

Atma Jaya Makassar University ( email )

Jennifer Kellys Liongianto

Atma Jaya Makassar University ( email )

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
1,151
Abstract Views
7,117
Rank
34,717
PlumX Metrics