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Impact of Pricing on Consumer Psychology

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Impact of Pricing on Consumer Psychology

Madhushri Sharma


Madhushri Sharma "Impact of Pricing on Consumer Psychology" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-5, August 2018, pp.1225-1229, URL: https://www.ijtsrd.com/papers/ijtsrd17073.pdf

The main purpose of this research is to measure the impact of pricing strategies on consumers' psychology and consumer buying behavior. This study theoretically examines the impact of pricingstrategies used by companies on buying behavior of consumers. Main focus of researcher is to determine the effects of pricing strategies on consumer psychology. The study of consumer behavior is very challenging task where it is clear that if company wants to survive, it should be able to compete well. Researcher has took an latest example with case study on Reliance Jio info comm. Limited to study its market strategy and also to know its impact on consumer buying behavior because Reliance Jio has brought a vast change in market with its launched. There are so many strategies used by companies according to time, competition, and buying behavior of consumers. The study has used secondary data from research papers, monographs, theses, popular articles, and newspapers.Generally, consumers who are more price cognizant are more probable to select nine-ending prices. This study also covered the concept of penetration pricing strategy which is mostly used by marketers to grab the market and it seems very impactful on consumer’s psychology.

Psychological pricing; nine-ending prices; consumers’ behavior; strategy; consumers’ attitude; consumer psychology.Buying behavior, odd even strategy, bundle strategy, discount strategy, Consumer Psychology.

Volume-2 | Issue-5, August 2018
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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