How Does Decoy Pricing Affect Purchasing Decisions?

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F23%3A43924756" target="_blank" >RIV/62156489:43110/23:43924756 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.2478/sbe-2023-0053" target="_blank" >https://doi.org/10.2478/sbe-2023-0053</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.2478/sbe-2023-0053" target="_blank" >10.2478/sbe-2023-0053</a>

Result language
angličtina
Original language name
How Does Decoy Pricing Affect Purchasing Decisions?
Original language description
This paper is devoted to the cognitive biases of decoy pricing, which has become the subject of interest of retail companies in recent years. The paper analyses the principles of the decoy effect with regard to consumer behaviour in the Czech Republic (which represents customers of the Eastern Europe). The analytical part of the paper focuses on examination of often irrational consumer decision-making process, with respect to age, gender, product group, and other factors. A combination of questionnaire survey (N=200) and interviews (N=32) was used. The results indicate a significant influence of the generation the consumer belongs to, further differences in decision-making according to gender, as well as differences in effects in various product categories. The findings may be utilised by companies considering the use of decoy pricing strategies in the Czech market.
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management

Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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