How Does Decoy Pricing Affect Purchasing Decisions?

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

How Does Decoy Pricing Affect Purchasing Decisions?

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

How Does Decoy Pricing Affect Purchasing Decisions?

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Studies in Business and Economics

ISSN

1842-4120

e-ISSN

2344-5416

Svazek periodika

18

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

22

Strana od-do

176-197

Kód UT WoS článku

001143260800007

EID výsledku v databázi Scopus

2-s2.0-85182657170