THE INFLUENCE OF PRICE ENDINGS ON CONSUMER BEHAVIOR: AN APPLICATION OF THE PSYCHOLOGY OF PERCEPTION
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43866677" target="_blank" >RIV/70883521:28120/11:43866677 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
THE INFLUENCE OF PRICE ENDINGS ON CONSUMER BEHAVIOR: AN APPLICATION OF THE PSYCHOLOGY OF PERCEPTION
Original language description
Price ending is an important pricing strategy that has been used by retailers over the years. The trend seems to be eff ective considering how consumers react especially to products with odd price endings. This review is aimed at providing an understanding of the psychological infl uences of price ending on buyers, using the theory of perception. It analysis theories and existing literature on the topic and brings out augmentative pricing strategies that retailers can adopt in consumer markets. Also, anexploratory study was conducted to identify the prevalence of odd prices in the Czech retail sector. The exploratory study was based on 16 diff erent home-drop advertising material, short magazines and leafl ets by retails shops in the Zlin region. These leafl ets, short magazines and home-drop advertising material were collected and analyzed over 3 month period to identify the dominance of odd and even pricing strategy (total number of advertisements = 922). Also, in order to have a co
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta universitatis agriculturae et silviculturae mendelianae brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
59
Issue of the periodical within the volume
7
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
9
Pages from-to
29-37
UT code for WoS article
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EID of the result in the Scopus database
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