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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

  • DOI - Digital Object Identifier

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

  • Czech description

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

Result continuities

  • Project

  • 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

  • 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

  • EID of the result in the Scopus database