Multiple regression model of the consumers’ price sensitivity

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F20%3AN0100458" target="_blank" >RIV/71226401:_____/20:N0100458 - isvavai.cz</a>

Výsledek na webu

<a href="http://soskin.info/userfiles/file/Economic-Annals-EL_Version/EA-XXI_183_5-6_2020.pdf" target="_blank" >http://soskin.info/userfiles/file/Economic-Annals-EL_Version/EA-XXI_183_5-6_2020.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21003/ea" target="_blank" >10.21003/ea</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Multiple regression model of the consumers’ price sensitivity

Popis výsledku v původním jazyce

All marketing decisions have to take into account the customer’s attitude to the price and consumers’ price sensitivity. Consumers’ price sensitivity depends on various factors: perceived quality and benefits, service quality, and of course, demographic characteristics. The main aim of this paper is to explore the influence of socio-demographic characteristics on the customers’ price sensitivity. Potential influencing factors and sample size were identified based on the literature search. The questionnaires were disseminated on-line in 2019. The majority of respondents were at the age group 25-54 years old (63%) which corresponds to the composition of the Czech population. Most of the respondents live in the family with two children (29%) or only with a partner (28%), 61% of the respondents have a master or bachelor’s degree.The variable Age shows high significance, which means, no surprisingly, that older customers are more price-sensitive than the younger ones. Talking about gender, females are slightly more price-sensitive than males. Then, we can state that the more family members has got the household, the more price-sensitive the customer is. In comparison with other independent variables, Income and Education show a negative correlation with customer price sensitivity, which means that the higher level of Income or Education is, the lower is the customer’s price sensitivity.Based on the multiple regression analysis, the author’s research proves that the most significant impact on the consumers’ price sensitivity have two independent variables - age (positive correlation) and income (negative correlation).

Název v anglickém jazyce

Multiple regression model of the consumers’ price sensitivity

Popis výsledku anglicky

All marketing decisions have to take into account the customer’s attitude to the price and consumers’ price sensitivity. Consumers’ price sensitivity depends on various factors: perceived quality and benefits, service quality, and of course, demographic characteristics. The main aim of this paper is to explore the influence of socio-demographic characteristics on the customers’ price sensitivity. Potential influencing factors and sample size were identified based on the literature search. The questionnaires were disseminated on-line in 2019. The majority of respondents were at the age group 25-54 years old (63%) which corresponds to the composition of the Czech population. Most of the respondents live in the family with two children (29%) or only with a partner (28%), 61% of the respondents have a master or bachelor’s degree.The variable Age shows high significance, which means, no surprisingly, that older customers are more price-sensitive than the younger ones. Talking about gender, females are slightly more price-sensitive than males. Then, we can state that the more family members has got the household, the more price-sensitive the customer is. In comparison with other independent variables, Income and Education show a negative correlation with customer price sensitivity, which means that the higher level of Income or Education is, the lower is the customer’s price sensitivity.Based on the multiple regression analysis, the author’s research proves that the most significant impact on the consumers’ price sensitivity have two independent variables - age (positive correlation) and income (negative correlation).

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Economic Annals-XXI

ISSN

1728-6220

e-ISSN

1728-6239

Svazek periodika

183

Číslo periodika v rámci svazku

5-6

Stát vydavatele periodika

UA - Ukrajina

Počet stran výsledku

5

Strana od-do

60-65

Kód UT WoS článku

000612359700006

EID výsledku v databázi Scopus

2-s2.0-85100257047