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1
Mukherjee, Sudipta. "Three Essays on Price Framing and Price Perceptions." Diss., Virginia Tech, 2019. http://hdl.handle.net/10919/100988.
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This dissertation focuses on contextual frames that influence how consumers perceive prices and how that in turn affects their product evaluations and consumption decisions. This research consists of three essays and attempts to further the understanding of contextual factors that affect how consumers perceive prices (essay 1) and how perceptions about prices influence product inferences (essay 2) and decision making (essay 3). While there is a substantial body of research on price framing and price perception, my research identifies and attempts to fill some important gaps in the existing research.
In my first essay, I introduce a new price framing effect – the upper limit framing effect. This essay shows that framing the upper limit of a price estimate as less than vs. not more than can result in systematic differences in perceptions regarding the underlying price. This research contributes to the existing price framing research, which primarily focuses on set prices, by investigating price estimates. It also makes important contributions to the temporal and monetary costs and semantic framing literatures and to the literature on negations.
In my second essay, I contribute to the existing perceived price-quality research that primarily concerns only the market prices. This essay shows that consumers over-apply the
perceived price-quality heuristic when setting product prices by themselves (self-decided prices). Specifically, this research shows that contextual factors that affect self-decided prices in turn influence product inferences, with the relationship between contextual frame and product inferences being mediated by self-decided prices.
In my third essay, I contribute to the existing price framing research by showing that in the context of multiple price presentation, the price presentation order (ascending vs. descending) affects the perceived importance of price in the decision making – an effect I term as the price order effect – an effect that is explained by prospect-theory driven loss aversion. Specifically, this research shows that descending (vs. ascending) price presentation order results in significantly lower perceived importance of price in the decision making process which in turn influences subsequent consumption decisions.
In addition to the individual contributions of each essay, this dissertation makes an overall contribution to the price framing and price perception research by identifying new price framing effects and by furthering the understanding of how consumers perceive prices and how perceptions about price influences consumer decision making.Doctor of Philosophy
2
Haarhoff, R., and A. J. Strydom. "Price perceptions of international visitors to South Africa." Journal for New Generation Sciences, Vol 8, Issue 3: Central University of Technology, Free State, Bloemfontein, 2010. http://hdl.handle.net/11462/567.
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Published ArticleThe question often arises as to how aware consumers are of prices of products and how much they are willing to pay for particular products. Research indicates that 'excellent value for money' is rated as the number one priority by consumers. In economically challenging conditions, tourists have become more price sensitive and prices charged will influence their decision-making. South Africa, as a destination, must ensure that prices charged for tourism products meet tourists' expectations and therefore research on the price perceptions in relation to major products that international tourists spend money on whilst on holiday, becomes important. As point of departure, it should be possible to establish the difference, if any, between what the tourists expected to pay for specific tourism products, and what they actually paid.
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Lindsey-Mullikin, Joan Marie. "Beyond reference price: The role of unmet price expectations in consumers' perceptions of value." Diss., The University of Arizona, 1999. http://hdl.handle.net/10150/284440.
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This dissertation posits an entirely new approach for understanding the reference price phenomenon. It is proposed that Festinger's (1957) theory of dissonance reduction provides a practical framework for studying situations in which consumers' encountered prices are significantly different from their expectations. The three modes of dissonance reduction initially proposed by Festinger (to change one's attitude or cognition, to seek consonant information, or to trivialize some element of the dissonant relationship) are experimentally manipulated. These three modes of dissonance reduction are then evaluated for their impact on consumers' perceptions of value and consumers' purchase intentions. A computer-controlled shopping experiment is utilized to test the hypotheses.
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Lowe, Benjamin, and n/a. "Pricing Strategy and the Formation and Evolution of Reference Price Perceptions in New Product Categories." Griffith University. Griffith Business School, 2006. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20070221.155102.
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This study examines how pioneer and follower pricing strategies affect the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in the field of marketing - reference price theory and the theory of pioneer brand advantage. This is the first research to address reference price effects for radically new product categories. Prior research has focused solely on products in existing categories, typically in fast moving consumer goods categories. Using three experiments to causally establish the consequences of pioneer and follower pricing strategies on consumer perceptions, three critical research issues are addressed for the first time, consistent with calls for research in the literature: 1. Which reference price do consumers utilise in new product categories? 2. What is the role of consumer confidence in reference price for new product categories? 3. How do reference price perceptions form and evolve as a result of pioneer and follower pricing strategy? In the literature, a frequently cited issue is the fragmented operationalisation of reference price perceptions. With little theory to guide researchers in terms of which measures should be used, experiment 1 provides new theory, finding as hypothesised, that fair price perceptions as opposed to expected price perceptions are more likely to be evoked by consumers for new product categories. Experiment 1 also finds that using consumers' confidence in their reference price beliefs as an additional explanatory variable, does not improve over current reference price models. Overconfidence, a robust consumer behavioural phenomenon (Alba and Hutchinson 2000), might explain this result. Prior research has made several contributions to understanding reference price perceptions in established product categories. However, not much is known about how these reference price perceptions initially form and evolve. Experiments 2 and 3 address this gap by simulating an emerging market and examining the role of pioneership in shaping reference price perceptions. Experiment 2 found the pioneer, due to its perceptual prominence, is able to define the reference price and subsequently define perceptions of value. That is, the value consumers place on a product and their intentions to purchase the product are about the same whether the pioneer follows a penetration (initial low price) or skimming (initial high price) strategy. Experiment 3 extends experiment 2 by examining what happens in the emerging market when a follower brand enters. The follower enters at a large or small discount to the pioneer, and the pioneer completes its penetration or skimming strategy, converging to a 'regular' price. As predicted, the pioneer's initial price frames subsequent price and value perceptions, signifying the importance of the pioneer as a referent brand. Lower initial prices erode value perceptions, whereas higher initial prices substantiate value perceptions. The follower's pricing strategy does not have as much influence as the pioneer's pricing strategy. Other findings from experiment 3 related to reference price theory in general. Specifically, there was strong evidence of an averaging process when forming reference prices. This adds theory to the measurement debate about operationalising reference price as some past price such as last price paid or some average of past prices. Experiment 3 also provides a further measurement contribution by supporting the use of brand specific measures of reference price, rather than category based measures. More generally, because of the causal research design, this thesis provides strong evidence of the use of reference prices in consumer decision making: a key concern emphasised by one of the area's seminal articles (i.e., Kalyanaram and Winer 1995), which stresses the need to provide evidence that consumers actually use reference prices, and not just act as if they do.
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Lowe, Benjamin. "Pricing Strategy and the Formation and Evolution of Reference Price Perceptions in New Product Categories." Thesis, Griffith University, 2006. http://hdl.handle.net/10072/365671.
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This study examines how pioneer and follower pricing strategies affect the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in the field of marketing - reference price theory and the theory of pioneer brand advantage. This is the first research to address reference price effects for radically new product categories. Prior research has focused solely on products in existing categories, typically in fast moving consumer goods categories. Using three experiments to causally establish the consequences of pioneer and follower pricing strategies on consumer perceptions, three critical research issues are addressed for the first time, consistent with calls for research in the literature: 1. Which reference price do consumers utilise in new product categories? 2. What is the role of consumer confidence in reference price for new product categories? 3. How do reference price perceptions form and evolve as a result of pioneer and follower pricing strategy? In the literature, a frequently cited issue is the fragmented operationalisation of reference price perceptions. With little theory to guide researchers in terms of which measures should be used, experiment 1 provides new theory, finding as hypothesised, that fair price perceptions as opposed to expected price perceptions are more likely to be evoked by consumers for new product categories. Experiment 1 also finds that using consumers' confidence in their reference price beliefs as an additional explanatory variable, does not improve over current reference price models. Overconfidence, a robust consumer behavioural phenomenon (Alba and Hutchinson 2000), might explain this result. Prior research has made several contributions to understanding reference price perceptions in established product categories. However, not much is known about how these reference price perceptions initially form and evolve. Experiments 2 and 3 address this gap by simulating an emerging market and examining the role of pioneership in shaping reference price perceptions. Experiment 2 found the pioneer, due to its perceptual prominence, is able to define the reference price and subsequently define perceptions of value. That is, the value consumers place on a product and their intentions to purchase the product are about the same whether the pioneer follows a penetration (initial low price) or skimming (initial high price) strategy. Experiment 3 extends experiment 2 by examining what happens in the emerging market when a follower brand enters. The follower enters at a large or small discount to the pioneer, and the pioneer completes its penetration or skimming strategy, converging to a 'regular' price. As predicted, the pioneer's initial price frames subsequent price and value perceptions, signifying the importance of the pioneer as a referent brand. Lower initial prices erode value perceptions, whereas higher initial prices substantiate value perceptions. The follower's pricing strategy does not have as much influence as the pioneer's pricing strategy. Other findings from experiment 3 related to reference price theory in general. Specifically, there was strong evidence of an averaging process when forming reference prices. This adds theory to the measurement debate about operationalising reference price as some past price such as last price paid or some average of past prices. Experiment 3 also provides a further measurement contribution by supporting the use of brand specific measures of reference price, rather than category based measures. More generally, because of the causal research design, this thesis provides strong evidence of the use of reference prices in consumer decision making: a key concern emphasised by one of the area's seminal articles (i.e., Kalyanaram and Winer 1995), which stresses the need to provide evidence that consumers actually use reference prices, and not just act as if they do.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Lee, Jung Eun. "The Effect of Tensile Price Claim and Price Discount Disconfirmation on Online Customers’ Perceptions and Purchase Intentions." The Ohio State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=osu1366295283.
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Fraccaro, Annalisa. "Price endings of luxury handbags : managerial practices customers' perceptions and preferences." Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01E071.
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En se basant sur la littérature en marketing sur les terminaisons de prix et le pricing du luxe, cette thèse met en évidence le paradoxe résultant de l’utilisation de prix odd (i.e., des prix juste en dessous d’un nombre rond) dans le contexte des produits de luxe où, intuitivement, les prix devraient majoritairement être des nombres ronds. Les pratiques en termes de terminaisons de prix sont étudiées dans la catégorie des sacs à main de luxe. Dans une première partie, la thèse identifie les catégories de terminaison de prix utilisés et les déterminants d’utilisation. Dans une seconde partie, la thèse explore les perceptions des consommateurs concernant différentes facettes du luxe et leur perception globale du caractère luxueux d’un produit selon les terminaisons de prix utilisées. Dans une dernière partie, la thèse étudie les préférences des consommateurs de luxe pour une terminaison de prix ou l’autre. Les résultats de cette thèse offrent de nouvelles perspectives par rapport à la littérature existante sur les terminaisons de prix, dans le sens où ils indiquent que les connotations de prix inférieur, qualité inférieure et prestige inférieur, associées aux prix odd et bien établies dans la littérature n’existent pas pour les produits de luxe, ou du moins pour la catégorie des sacs à main de luxe de niveau intermédiaireDrawing from existing literature on price endings and luxury pricing, this thesis highlights the paradox of adopting odd prices (i.e., prices just below a round number) in a luxury context, where, intuitively, prices should mostly be round numbers. Price endings practices are investigated in the product category of luxury women handbags. In a first empirical analysis, different types of price endings and the determinants of their use by pricing managers are identified. In a second part, the results of two experiments measure customers’ perceptions of different facets of luxury and overall perceived luxury itself. In the last part, a conjoint analysis reveals customers’ preferences for odd price endings. The findings of this thesis challenge previous research on price endings practices, in that they show that well-know low-price, low-quality, low-prestige connotations typical of odd prices in a non-luxury context, might not subsist in a luxury environment, at least for the handbag product category and for an intermediate level of luxury
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Mumtaz, Saqib Ali, and Md Asifur Rahman. "Consumer’s Perceptions of Values Regarding Different Shelf Levels in Terms of Price." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-8720.
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Retail shelves acts as extrinsic cues which influence consumers’ perceptions and facilitates them in their purchase dilemma. This study is about determining any possible association between vertical shelf levels and consumers’ perception of values. The assumption that consumers perceive a product at higher place as of higher value (quality) was analyzed by means of primary data and further explained by cue utilization theory. The research attempts to quantify values (extrinsic cue effect) by means of prices of the products. Here, both shelf levels and price are considered as extrinsic cues. In other words, this research analyzed the influence of one extrinsic cue on the other and thus how this affects consumer perception of the product’s value. For this purpose, a primary research was conducted involving consumer group of Swedish people (N=90) and price data was collected for three products placing at different shelf levels. Results from the questionnaire were analyzed by means of one way ANOVA test. The results disapproved hypothesis that was tested yet showed a positive trend for one the value product e.g., coffee. On the basis of result, it can be deduced that further research with different experimental techniques could be applied on the same subject matter to bring more accurate results.
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Hyun, Soeun. "The effects of contextual cues on consumers' perceptions of comparative price advertisments." Diss., Virginia Tech, 1993. http://hdl.handle.net/10919/40417.
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The purpose of this study is to understand Korean consumers' perceptual processes induced by comparative price advertisements. While controlling for intrinsic product cue effects, this study examines the joint effects of extrinsic cues, such as comparative price (regular price /sale price), brand name, country-of-manufacture, and retailer name, on a consumer's perception of a product's price and quality.
In examining the effects of advertising contextual cues, this study incorporates consumer perceptual processes, the processes through which the external cues are perceived and compared to or moderated by other variables. The perceptual structure is based on relevant theories and accumulated knowledge from research in this area. Specially adapted theories for this study are the adaptation-level theory, the message learning theory, and the transaction utility theory.Ph. D.
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Lockshin, Lawrence S. "The price/quality relationship in wine : differential effect of price and oak level on quality perceptions of consumers and wholesalers /." The Ohio State University, 1991. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487687485808301.
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Hill, Shelby. "Exploring producer perceptions for cattle price and animal performance in the stocker industry." Thesis, Kansas State University, 2015. http://hdl.handle.net/2097/19780.
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Master of ScienceDepartment of Agricultural Economics
Glynn Tonsor
Stocker cattle economic research is very limited in scope. A focus of this research is to deepen our understanding of how cattle price and animal performance variability is viewed and approached by stocker cattle producers in the United States. Another part of this research focuses on what characteristics may be drivers of whether producers choose to practice different risk management strategies. To analyze how cattle price and animal performance variability is viewed and approached by stocker cattle producers, a stated preference valuation method was used to find willingness-to-pay (WTP) estimates. Two different approaches were used to provide outcome probability information where one approach had probabilities for expected ADG change across scenarios and ADG ranges were held constant (Treatment Group A) and the second approach had ADG ranges change across scenarios and the probabilities were held constant (Treatment B). The results of our study suggest that survey respondents process scenarios differently when presented in formats Treatment Group A versus Treatment Group B. The underlying reason for this is beyond identification in this study as respondent certainty and comfort as assessed in follow-up questions was similar across the treatments. Results indicate that producers value buying cattle versus opting out of purchasing cattle and they value higher performing cattle; however, each additional pound is not valued the same. To determine the characteristics of producers and their operations that use different risk management practices, we estimated multiple probit models with the dependent variables being use of the different risk management practices. Results from the probit models suggest how producers source cattle for their operation, whether it is the region or the different markets they source from, are key determinants on whether producers practice different management strategies for market and price risk. The results suggest the model were not a good fit. Of the 30 explanatory variables included in the model, on average five explanatory variables were significant throughout the seven different dependent variables. This could be attributed to factors our study does not explicitly observe; therefore it remains a knowledge gap for the industry.
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Hilgenkamp, Heather. "Brand equity : Does the brand name and/or price affect perceptions of quality?" Thesis, Manhattan, Kan. : Kansas State University, 2009. http://hdl.handle.net/2097/1804.
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Veldman, Stian. "Consumer perceptions of beer products at the point of purchase / Veldman S." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7342.
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Customer perception and the way this phenomenon impacts customers' choices when purchasing products is an extremely significant marketing aspect in any industry. In a competitive market and economy, understanding and being able to predict consumer perceptions and responses is a crucial competitive factor that all suppliers should have an in–depth knowledge and understanding of. This applies especially to the South African beer market with more than forty competing beer brands.
This study examines the aspect of customer perception in terms of the three central variable perceptions of price, taste and brand image. Furthermore, the study takes into account the interaction between these variables and attempts to ascertain whether one is more significant than the other. To this end an empirical research study was undertaken by means of a questionnaire that examined the responses from 225 participants. These responses were analysed in terms of a number of significant variables in relation to perceptions of price, taste and brand image. The results were also compared to the literature and theory on the subject.
Among the findings from this research was that while all variables were important, price was considered by the participants to be a constant factor in the decision–making process. However, it was also found that price as a perception could not be viewed in isolation as a separate and autonomous variable. It was found that aspects such as brand image could have a significant impact on other perceptual factors such as taste.
The study concludes with the recommendation that the perceptions of price, taste and brand image should be considered in terms of their affect on each other and should be further researched in terms of a more holistic understanding of their interconnections.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.
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Vossensteyn, J. J. "Perceptions of student price-responsiveness a behavioural economics exploration of the relationships between socio-economic status, perceptions of financial incentives and student choice /." Enschede : CHEPS/UT, 2005. http://doc.utwente.nl/50847.
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Ghadir, Hamad Rashed. "The Jordanian consumers' perceptions of quality, price and risk of foreign vs. domestic products : an empirical investigation." Thesis, University of Sheffield, 1990. http://etheses.whiterose.ac.uk/2998/.
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This thesis investigates the Jordanian consumers' perceptions of quality, price and risk of foreign vs. domestic product. The main objectives of this study are: (1) to identify the consumers perceptions of the quality, price and risk of the domestic versus foreign product and to find out whether consumers perceive the products of the various countries in the same way, despite their origin, or do they discriminate between them according to their source country?; (2) to find out whether the various countries can be clustered together, in respect of the consumers' perception of the quality, price and risk, according to their level of development; (3) to explore the level of the relationship between the three main cues: quality, price and risk for each country; (4) to profile the consumers' perceptions of quality, price and risk of foreign and domestic products according to their socio-demographic variables; (5) to investigate the differences among the consumers in regard of their attitudes towards such variables as the patriotic variables, business practices ... as well as the relationship between such variables and the consumers' attitudes (perceptions) of the domestic product quality, price and risk on one hand and their socio-demographic variables on the other hand; (6) to explore the differences between the consumers who attached high importance on the origin of the product in evaluating the product quality, price and risk and those who attached lower importance to the product origin and (7) to find out what the Jordanian industry and Jordanian Government can do in relation to the findings of this research. The study employed both primary and secondary data. Primary data was collected through a structured direct questionnaire from a stratified random sample of 1000 respondents. The municipalities records were used as a sampling frame. Specific statistical techniques were used to achieve the research objectives and to test the related hypotheses. The chi-squared Kolornogrov-Smirnov, T-test, and F-test are used to investigate the differences between the domestic product and the products of foreign origins as well as the differences among the consumers according to their socio-demographic variables. The Spearman Correlation Coefficient is utilised to investigate the relationship between the consumers' attitudes towards the domestic product and their perception of the quality, price and risk. The profile analysis is employed to demonstrate graphically the comparison between the domestic product and the products of the various countries. The multivariate discriminous analysis is used to investigate whether any of the socio-demographic variables could be strong enough to discriminate among the consumers and to be used s a basis for segmenting the consumers according to their demographic variables. The ANOVA analysis is used to test the significance of the differences between the domestic product quality, price and risk attributes and that of each of the participating countries. The Cluster Analysis is utilised to investigate the possibility of clustering the various countries according to the consumer's perceptions of the quality, price and risk attributes of their products. Finally factor analysis is used to group the 27 quality, price and risk attributes into smaller groups to aid in a wider understanding of the underlying dimensions of these variables. It is also used to achieve the same purpose for the attitude variables. In applying these techniques, the Sps computer package is utilised in all cases, except in the profile analysis case, where the SAS package is utilised. The thesis is organised into fourteen chapters: the first chapter discussed the research problem, questions, objectives and hypothesis; chapter two introduced the relavant theory behind the present study; the related literature is reviewed in chapter three; chapter four is devoted to the development of the research framework; chapters five and six are intended to explain the research design and the research methodology; chapter seven is related to testing the validity and reliability of the research and to introduce the characteristics of the study sample; chapters eight through to thirteen are concerned with the research findings, and finally chapter fourteen is the conclusion. The countriesof origin used in the study are: U.S.A., U.K., Japan, Russia, Romania, Taiwan, Egypt and Jordan. The product class employed in the present study is the major household electrical and gas appliances. Overall, the findings of the study support the following main conclusions: I. The country of origin appears to have a significant relationship with the consumers' perception of the quality, price and risk of the product. 2. The economic development of the source country appears to have a significant relationship with the consumers' perception of the quality, price and risk of the products of these countries in that, the countries with a relatively similar stage of development are grouped together and the developed countries' products are perceived to be higher in quality and price, but lower in risk than the products of developing countries. 3. The home country bias appears to be more relevant in comparing the domestic product to that of other countries in a relatively similar stage of development. That is, the Jordanian product is perceived to be higher in quality and price, but lower in risk than the developing countries' product. It is also perceived to be lower in quality and price but higher in risk than developed countries' products. A consistent negative relationship between quality and risk is found for the products of the entire set of countries, in that the higher the consumers' perception of the products of the various countries, the lower their perception of the risk associated with these products. However, in spite of the significant relationship between price and quality, price and risk for most of the countries, the direction of the relationship is not consistent as it is in the case of tiie quality and risk. 5. It was found that only a relatively low percentage of the consumers who agreed in connecting the purchase of the domestic product with the patriotic duties. However, it appears that the higher the consumers agreement with such variables, the better their perception of the domestic product quality, price and risk. 6. Among the five socio-demographic variables, .sex was found to be the lowest in discriminating among the consumers and age was found to be the highest. 7. The weight given to the origin of the product in the decision process was found to be of little importance in discriminating among the consumers in regard of their perception of the quality, price and risk of the products of the various countries. The study suggests that it is to the benefit of the domestic producers to develop separate marketing strategies for the imported products of developed and developing countries, rather than dealing with the imported product under the general term "foreign".
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Heo, Yoonjoung Cindy. "Restaurant Revenue Management: Effects of Customer's Perceived Scarcity of Capacity and the Price Difference on Perceived Value and Fairness Perceptions." Diss., Temple University Libraries, 2010. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/104442.
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Tourism and SportPh.D.
Revenue management has been applied to the restaurant industry, but restaurant operators have been disinclined to apply various types of RM approaches, due to apprehension for customer's possible expressions of dissatisfaction. To relieve this reluctance, restaurant operators may need to understand how their customers perceive capacity limitations. While customers are more familiar with RM practices in traditional RM industries (e.g., airlines or hotels) with fixed capacities, perceptions of capacity limitations in restaurants (relatively flexible capacity) may influence customers' perceptions of RM practices. In addition, the price difference between high-demand periods and low-demand periods may have differential impacts on customers' perceptions of value of the restaurant's expected offering and the fairness of RM practices. Based on commodity theory and equity theory, this study hypothesizes that two main effects, perceived scarcity of space in a restaurant and price differences between high-demand and low-demand periods, influence perceived value of a restaurant's offering and fairness perceptions of a restaurant's RM practice. As hypothesized, the negative effects of price difference on fairness perceptions are supported by the results, but the effect on perceived value has support only from the results of structural equation modeling. Unexpectedly, the main effect of perceived scarcity of space does not influence either perceived value of a restaurant's expected offering or fairness perceptions for a restaurant's RM practice. Interesting results arose found from supplementary analyses and suggest future research directions.
Temple University--Theses
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Cho, Aehwa Kwon. "Effects of clothing interest and knowledge on perceptions and evaluation of clothing products: moderating effects on price-perceived quality relationships." Diss., Virginia Tech, 1992. http://hdl.handle.net/10919/39200.
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Chung, Jaekwon. "A study of consumers' perceptions of dynamic price strategies for perishable foods and the impact of the strategies on retailer performance." Thesis, University of Liverpool, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.570187.
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Effective management of perishable foods is crucial for retailers to survive and prosper in the food retail market, as they take account for up to 50 percent of the industry's overall sales and consumers use them as a criterion to choose a retailer. However, food retailers face a challenge in pricing perishable foods. With the present prevailing pricing strategies, which discount the price of perishable foods when the expiry date is imminent, and daily stock replenishment practice, retailers often face the difficult situation where the display stock of a specific perishable food has a different remaining shelf-life but the same price. This may increase the waste due to unsold product; therefore, more dynamic price management for perishable foods is needed to facilitate a more efficient selling process. Numerous studies have proposed dynamic pricing models for perishable products, which were designed to determine an ideal pricing structure to improve retailer performance, however, they have not considered consumer demand in relation to a situation where identical products have different values resulting in different prices being available at the same time. In addition, the available studies of dynamic pricing for perishable products evaluate the value of dynamic pricing from the retailers' perspective, in terms of profitability, and consumers' perceptions of such pricing have rarely been studied in the context of marketing studies. This thesis, therefore, alms to demonstrate the value of dynamic pricing strategies for perishable foods from consumers' perspective, and compare the performance of different forms of dynamic pricing strategies by considering consumer demand in relation to such situations. Interviews were conducted with three food retail managers in different leading food retailers in South Korea, to gather practical information about the management of perishable foods. This interview data was then used as an input to the choice of sample product types for formal surveys to investigate consumers' perceptions of dynamic pricing strategies, and the design of a simulation model developed to compare the performance of different pricing approaches. The results presented in this thesis offers a significant contribution to the literature, providing a better understanding on the impact of dynamic pricing strategies for perishable foods from the consumers' perspective, an area that has received little attention. Moreover, this thesis provides a new insight into consumer demand that is particularly applicable to the pricing of perishable foods. The results of this thesis can be used as a guide for retailers seeking an effective pricing strategy for perishable foods.
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Burman, Simon, and Gabriel Demirel. "A holistic clarification of the accounting item goodwill : Based on acquirers' perceptions, what is the meaning of the accounting item goodwill?" Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52822.
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Goodwill is one of the most complex and unclear concepts within financial accounting; it is uncertain what it represents as an asset, it is only recognized during the creation of business combinations and is subject to impairments. The question becomes therefore what meaning is actually to be made from goodwill’s definite appearance as a financial statement line item? Due to a perceived low relevance by users of financial statements, it can be stated that the current narration by the accounting item goodwill fails to meet the fundamental purpose of accounting. Therefore, a study to bring a comprehensive clarification of the accounting item is required where this study attempts to achieve this objective by studying the acquirers’ perceptions of goodwill. First was a thorough theoretical background established that compiles a wide collection of relevant literature on goodwill. Then were semi-structured interviews conducted with top managers of nine different parent companies who had recently made a corporate acquisition. Based on the most salient perceptions derived from the empirical data in relation to the comprehensive theoretical background, this study obtained the following findings. Goodwill can be understood through three central aspects: the underlying objective reality as an intangible asset, the PPA process and the subsequential measurement process. In relation to the two latter aspects could a fourth aspect of managers’ influence be derived. In an overarching integration, these four aspects could be synthesized into a final holistic model of the accounting item goodwill. This model iii ultimately represents a comprehensive understanding of the current accounting item goodwill in financial statements based on the perceptions of acquirers. The findings of this study can be used to bring clarity to the users of financial statements when interpreting goodwill and therefore potentially increase its perceived relevance. Foremost can this study’s holistic model be used as a guideline for future research to further elaborate on the understanding of goodwill and generate improvements to its current accounting design.
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Almeida, Vânia Daniela Oliveira Antunes de. "Antecedents of loyalty to a brand : Apple clients vs. non-clients." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/12504.
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Mestrado em GestãoApple is undoubtedly a sui generis and remarkable brand in what concerns to its branding and brand experience, and remains an indisputable reference in the consumer electronics and computer industries. The aim of this study encompasses the development and empirical testing of two conceptual models that evaluate and allow to draw a comparison between Apple clients and non-clients’ perceptions, regarding brand experience, brand perceived value, price perceptions and brand trust; and that determine the antecedents of clients’ loyalty to the brand. Therefore, the contribution of this study to the literature relies on the research of the impact of brand experience on brand perceived value and on price perceptions, as well as the influence of price perceptions (positive and negative) on trust, satisfaction, and commitment to the brand. Two surveys were used to test each conceptual model, through a sample collected across the portuguese academic community. The findings prove the strong influence of the sensory and affective aspects of brand experience on both clients and non-clients. They also reveal that the negative role of price is neutralized in the presence of strong brand experience, and that the fact that Apple is viewed as an “expensive brand” may highlight its association to higher quality and prestige. Also, this study reinforces the important role of satisfaction and commitment in building customer loyalty, corroborating the existent literature. Managerial implications derived from the findings are also discussed.
A Apple é indubitavelmente uma marca sui generis e notável no que respeita ao branding e experiência da marca, sendo uma referência incontornável na indústria de produtos electrónicos e de computadores. Os objectivos deste estudo passam por desenvolver e testar empiricamente dois modelos conceptuais que avaliem e permitam comparar as percepções dos não-clientes e clientes da Apple, relativamente à experiência proporcionada pela marca, ao valor percebido da marca, às percepções de preço e confiança na marca; e que determinem os antecedentes da lealdade dos clientes à marca. Assim, este estudo contribui para a criação de conhecimento relativamente ao impacto da experiência da marca na percepção de valor do consumidor e nas suas percepções de preço, bem como no que diz respeito à influência das percepções de preço (positivas e negativas) na confiança, satisfação e comprometimento com a marca. Usaram-se dois questionários para testar cada um dos modelos conceptuais, através de uma amostra composta pela comunidade académica portuguesa. Os resultados obtidos comprovam a forte influência dos aspectos sensoriais e afectivos proporcionados pela experiência da marca, tanto no caso dos clientes como dos não-clientes. Realçam também que o papel negativo do preço é neutralizado quando há uma forte experiência da marca, e que o facto de a Apple ser considerada uma “marca cara” pode fomentar a sua associação a maior qualidade e alcance de prestígio. Por fim, este estudo reforçou a importância da satisfação e comprometimento com a marca para a criação de lealdade, corroborando a literatura existente. São ainda discutidas as implicações dos resultados para a gestão.
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Tsiligiannis, Georgios. "Marketing aspects of consumer price perception." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-9704.
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This thesis focuses on two theoretical approaches from the marketing literature: first, the degree to which consumers tend to associate a higher product price with a higher quality (price-perceived quality relationship) and second, the assumption that odd prices (prices set just below the nearest round figure) generate higher than expected demand at that level. The thesis concludes that there seems to exist an overall positive weak correlation between product price and perceived quality, which is also product/market specific, and that the effects of odd pricing on demand have been mixed and inconclusive. Important managerial implications arise from these conclusions. On the same grounds, an empirical study examines the relation between product price and actual product quality and shows that the relation is actually very weak for products falling into the category of electronics. Lastly, a second empirical study shows that odd prices prevail in the retail sector of the Czech Republic.
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Wong, Leon Kew. "The emotional influences on vendors' residential price perception (The price virus)." Thesis, Wong, Leon Kew (2016) The emotional influences on vendors' residential price perception (The price virus). Professional Doctorate thesis, Murdoch University, 2016. https://researchrepository.murdoch.edu.au/id/eprint/31559/.
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The aim of this study is to explore what causes the gap between the asking price and the buying price of houses in Australia. According to 2012 statistics provided by Real Estate Institute of Western Australia, home sales records shows approximately 70 per cent of the homes listed for sale did not achieve their asking price. The research hypothesis adopted in this thesis is that this gap is caused by vendors’ emotional attachment to the home, which in turn influences an unrealistic price. The proposal of this unrealistic price is the focus of the research investigation. The objective is to explore the hypothesis that home vendors are socially and emotionally conditioned to perceive their home to be worth more than its actual market value. The effect of irrational behaviour influenced by vendors’ emotions is deemed to be linked to their unrealistic perception of price.
Home ownership is a key sector of the property industry, now Australia’s biggest industry, larger even than mining. The industry contributed $185.5 billion to the economy, equivalent to 11.5 per cent of GDP in the last financial year. The latest data shows that Australian homes are currently worth $5.0 to $5.5 trillion dollars. Depending on the source, the estimate for number of residential properties sold each year in Australia is between 400,000 and 600,000. If indeed unrealistic price perception is influenced by human emotions in an industry as big as this, then there are cogent reasons for exploring this phenomenon.
This study employed a questionnaire survey relating to the research question. The survey was hosted on Fairfax Media’s websites and received responses from all over Australia as well as 11 other countries. The participants in the survey were mainly homeowners who had sold or had attempted to sell their homes, which enabled this study to explore the emotional behaviour underlying how homeowners arrive at a value for their homes.
Five emotions were assessed as key variables that affect price perception across the emotional stages in decision-making. The results suggests that the strongest factor influencing unrealistic price perception is greed, followed by vendors’ expectation that buyers will negotiate, a lack of trust in the real estate agent and pride in ownership. The findings reveal that the feeling of uniqueness of the home also influences this unrealistic price perception.
It is hoped that this study will contribute to the real estate industry by providing a better insight into why vendors tend to overprice their homes. The results of this research could therefore provide an improved understanding of home vendors’ behaviour, and offer an important insight into the implications of emotional attachment in relation to decision-making and the perceived value of the home.
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Riley, John Michael. "Producer perception of fed cattle price risk." Diss., Manhattan, Kan. : Kansas State University, 2008. http://hdl.handle.net/2097/968.
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Mendoza, Jose. "Towards the formation and measurement of ethnic price perception." Thesis, Cranfield University, 2016. http://dspace.lib.cranfield.ac.uk/handle/1826/11819.
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This research is the outcome of a preeminent interest in the topic of price perception. Pointedly, the perception of prices is part of the purchasing process, the same willingness to pay and the actual purchase behaviour, and is indubitably a perceptual construct. As such, perception is problematic to measure as it does not relate to an observable behaviour. On the other hand, pricing is regarded as an important variable in the marketing mix. This research contributes to theory by augmenting the current knowledge on the perception of prices including the methods used in the measurement of such perception. Moreover, this research addresses a gap in the understanding of how diverse ethnic groups perceive prices. The relationship set in this study between ethnicity and price perception is thought-provoking as it contributes to the current discussion around diversity in the marketplace. For example, the literature shows advances in areas such as multicultural and ethnic marketing and this research makes a significant contribution to these areas from price perception. Accordingly, this study involved a systematic review of the literature and presented a framework that suggested that the formation of price perception is affected by external factors such as culture and ethnicity. Furthermore, a qualitative study examined the formation of price perception around ethnic groups. Next, this research used a quantitative study that sought differences in price perception among ethnic groups. Thus, the quantitative study used a price perception scale (Lichtenstein et al., 1993) and a choice-based conjoint analysis. Also, the study adopted structural equation modelling (SEM) to measure differences among scales and the multinomial logit model to analyse the choice-based conjoint analysis. The findings of both the quantitative and the qualitative studies link to the systematic review and support the framework for the formation and measurement of price perception originally proposed.
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Agbato, Oluwadamilola Motunrayo. "Evaluating consumer price perception : a mental accounting and frame dependent perspective." Thesis, University of Glasgow, 2016. http://theses.gla.ac.uk/7563/.
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In this thesis, we evaluate consumer purchase behaviour from the perspective of heuristic decision making. Heuristic decision processes are quick and easy mental shortcuts, adopted by individuals to reduce the amount of time spent in decision making. In particular, we examine those heuristics which are caused by framing – prospect theory and mental accounting, and examine these within price related decision scenarios. The impact of price framing on consumer behaviour has been studied under the broad umbrella of reference price, which suggests that decision makers use reference points as standards of comparison when making a purchase decision. We investigate four reference points - a retailer's past prices, a competitor's current prices, a competitor's past prices, and consumers' expectation of immediate future price changes, to further our understanding of the impact of price framing on mental accounting, and in turn, contribute to the growing body of reference price literature in Marketing research. We carry out experiments in which levels of price frame and monetary outcomes are manipulated in repeated measures analysis of variance (ANOVA). Our results show that where these reference points are clearly specified in decision problems, price framing significantly affects consumers' perceptions of monetary gains derived through discounts, and leads to reversals in consumer preferences. We also found that monetary losses were not sensitive to price frame manipulations.
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Lindqvist, Felicia. "Who are the Hilltop Youth? : Perception of self vs. Perception of researchers." Thesis, Linnéuniversitetet, Institutionen för samhällsstudier (SS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96446.
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This qualitative study focuses on perceptions of actors within protracted social conflicts and the value of using self-categorization as a tool to increase understanding of conflict actors as a step towards to finding alternative solutions. It compares self-perceptions of the Hilltop Youth, a radical settler group in the West Bank region in the Middle East, to categorizations used in all of the established literature on the group. Five categories that are recurring in the literature on the Hilltop Youth (terrorists, vigilantes, active flank within a social movement, gang, and activist) are contrasted with Self-Categorization theory and will be used as a tool to determine the self-image of the group as displayed in the digital and social media. The findings show that the category that finds common ground between the two perspectives is activists. The Hilltop Youth view themselves as freedom fighters, doing what they are chosen to do: settle the land, already promised to them. Their actions and beliefs translate to political activism this both including building homes and creating outposts as well as conducting “price tag” attacks. The findings underline the difference in perceived realities between the Hilltop Youth and researchers. Concluding the need to incorporate the perspective of the actor itself in order to create a sustainable peace based on the same reality, something that have been overlooked in previous Hilltop Youth research.
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Baecker, Christian Roman. "A cross-cultural study on the effect of decimal separator on price perception." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10322.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe impact of decimal separator use in prices has not received attention in previous research. The present study examines the effect of the two worldwide prevailing separators, comma and dot, on the price perception of Portuguese and US consumers via an anchoring and adjustment cognitive processing model. Both separator types were characterized in terms of their visual salience, either salient or non-salient, and contextual novelty, either familiar or novel. Price perception was measured in its negative role, as an outlay of economic resources. Applying a factorial design for multivariate testing of the hypothesized model which predicted lower price perception for salient and novel separators, the results indicated that the separators’ choice has no effect on its own. In turn, an interaction among the separators’ salience and novelty occurred mainly driven by two of the six presented products, possibly revealing limitations to the study. American consumers revealed generally higher levels of perceived prices than European. The study contributes by linking pricing and process numbering literature, providing several recommendations for studies to come.
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Mashour, Terri Marie. "Assessing landowner perceptions and prices of conservation easements in Florida." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0006201.
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Meng, Juan. "Understanding cultural influence on price perception : empirical insights from an SEM application /." Available to subscribers only, 2005. http://proquest.umi.com/pqdweb?did=1685895281&sid=11&Fmt=2&clientId=1509&RQT=309&VName=PQD.
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Thesis (Ph. D.)--Southern Illinois University Carbondale, 2005."Department of Marketing." Keywords: Cultural influence, Price perception Includes bibliographical references (p. 124-137). Also available online.
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Dagdelen, Derya. "The Effects Of Exchange Rates, Oil Prices, Global Risk Perceptions And Global Warming On Food Prices." Thesis, METU, 2012. http://etd.lib.metu.edu.tr/upload/12614969/index.pdf.
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This thesis examines the relationship between food prices, oil prices, carbon emission prices, exchange rates and global risk perception. To obtain the effects of these variables on the food prices, Toda and Yamamoto procedure is employed for 5-day week daily time series covering the period February 27, 2008 and March 21, 2011. The empirical results indicate that only volatility index Granger causes food prices. Furthermore, according to results of generalized impulse response plots food prices respond to all variables in the short run.
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Nicolson, Simon Matthew. "The impact of the colour red on product price perception in retail print advertising." Thesis, University of South Africa, 2007. http://hdl.handle.net/10500/63.
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An investigation into whether the colour red has more impact or leads to common perceptions about the price or value of retail products in advertising.ABSTRACT Colour is often an important non verbal cue in advertising. Much research has been dedicated to the creative aspects of advertising generally and to factors affecting consumer response in relation to marketing, advertising and pricing. This study looks at the colour red and investigates whether use predominant use of red in sale promotions print advertising is justified on the basis of its ability to impact cognitively or affectively. The study comprises of two experiments, one for awareness and one for price perception and purchase intent. In each experiment, red is compared to other colours in order to establish any significant differences. The second experiment goes further to examine whether the intensity of colour, verbal cues or demographic differences have an impact on the results. The literature review begins with an examination of price theory and the role of sales promotions in organizations. It considers advertising response models with focus on the persuasive hierarchy AIDA model. The impact of colour is then considered along with consumer psychology and behavior as well as theories relating to demographic and cultural responses to colour in advertising. Argument from the sources is then put forward to suggest that research into the effects of colour in advertising is underexplored and that the role of colour in affecting response is complex and is over oversimplifies by advertising practitioners. The research results are presented revealing few significant differences between red and alternative colours for awareness, price perception or purchase intent. The result for awareness is blurred by research limitations, but red does not emerge as a candidate for exacting higher levels of awareness than a number of other colours. In the second experiment, red is found to be inferior to blue in affecting purchase intent. Red at 50% saturation is shown to have a more positive impact on purchase intent that a red hue at full saturation. Demographic splits do not show conclusive results, but it is suggested that a larger sample size would induce a better price perception of red for the black community than for other racial groupings. Discussion and recommendations follow. In this study, red shows no qualities to justify its predominant use in price promotion advertising and more benefit might be obtained for the brand by differentiating through use of alternative colours that may stand out in a sea of red over traditional sale periods. The principle recommendations are, firstly, the need to acquire a deeper understanding of the effect of colour in advertising. In the more complex, competitive global marketplace competition for customer attention is high and the margin of error for irrelevant advertising appeals are low. Secondly, the argument is made for colour usage to be built around long term branding concerns rather than short term requirements for advertising response.
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Hall, Roderick Ashley. "Exploring the Relationship Between Perceived Cost of Attendance and College Matriculation." Diss., Virginia Tech, 2009. http://hdl.handle.net/10919/29550.
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Researchers have consistently found that students and their parents have a distorted view of the costs of college attendance (Grodsky & Jones, 2004; Horn, Chen, & Chapman, 2003; Ikenberry & Hartle, 1998; Mumper, 1996). Those who are able to give an estimate of the tuition for various higher education alternatives often overestimate the actual price. When asked to estimate the tuition that in-state undergraduates would pay at four-year colleges in a given year, most students and their parents thought that the price was twice the actual amount (Horn et al., 2003b). Seventy-one percent of all individuals, and 83% of African-Americans believed that college was unaffordable for most families. The majority of individuals over-estimated the price by several thousands of dollars (Hartle, 1998).
This study examined the literature on perceived price and used the theoretical construct based on the work of Nobel Prize winner Gary Becker to develop a methodology for studying whether students' perceived price of has a statistically significant impact on their plan to attend college and their actual matriculation. Applying Becker's theory, having faulty information on the price of attendance would result in people incorrectly weighting the cost-benefit equation and making what could be considered irrational decisions in the presence of complete information.
Highlighting the problem of misperceived price is the contribution this study makes to the literature. Further study is warranted to determine the extent to which individuals use misperceived prices to make decisions on whether to plan to attend higher education.Ph. D.
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Cheung, Chi Fai. "A lifestyle analysis and price perception of a segment of Macau generation Y." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636704.
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Morin, Carl-Martin, and Josefin Stenberg. "Fågel, fisk eller mittemellan. : - Finns det ett samband mellan prisuppfattning och hyllplacering?" Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-7017.
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Syftet med den här uppsatsen är att se om hyllplacering i vertikalled är en faktor som påverkar en konsuments prisuppfattning av varan i fråga. I denna kvantitativa studie så undersöks detta fenomen på kaffeförpackningar och diskmedel. För att undersöka detta så genomfördes en enkät-undersökning på 100 personer som fick svara på bakgrundsfrågor om bland annat sina köpvanor, samt skatta pris och lyx-faktorn på 3 bilder och totalt 45 produkter. Undersökningen visade mycket men inte att hyllplaceringen hade någon betydande inverkan på prisuppfattningen.The purpose of this paper is to see if shelf-space is a factor influencing a consumer's price perception of the product in question. This quantitative study examined this phenomenon in coffee packaging and detergent. To examine this, a questionnaire survey was answered by 100 people who were asked questions about their background and their purchasing habits, and also estimate the price and the luxury factor of three images and a total of 45 products. The survey showed a lot but not that shelf-space had any significant influence on price perception.
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Jomaa, Inès. "Prise en compte des perceptions dans les systèmes de recommandations de produits en ligne." Ecole centrale de Nantes, 2013. http://www.theses.fr/2013ECDN0035.
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La conception de systèmes de recommandations d’achats en ligne, tels que ceux utilisés par exemple en commerce électronique, est un vrai challenge. Cela nécessite de comprendre le besoin du client afin de lui conseiller des produits adaptés, c’est-à-dire ceux qu’il est susceptible d’apprécier. Ces recommandations doivent s’effectuer à partir de données déjà présentes dans la base de données, généralement peu abondantes. Les systèmes actuels de recommandation se basent sur des ressemblances entre clients sur des produits achetés (ou évalués) pour émettre des recommandations. Parmi les techniques les plus utilisées dans les sites en ligne, nous nous sommes intéressés au filtrage collaboratif, pour lequel les recommandations générées sont basées sur des similarités pouvant exister entre les clients. Ce travail s'inscrit dans une démarche de recommandations de produits qui prend en compte les préférences et les perceptions du client. Nous proposons une approche basée sur une évaluation de la préférence, enrichie par les perceptions du client lors de son expérience avec le produit. L’objectif du travail est de déterminer comment prendre en compte les perceptions du client dans un système de recommandation, et de déterminer dans quelle mesure la prise en compte des perceptions contribue à améliorer la qualité des recommandations émises par un tel système. Le travail se focalise sur deux approches de recommandations. La première, appelée approche « classique », est basée sur le filtrage collaboratif à partir de la préférence déclarée des clients sur les produits. La seconde, qui est l’approche proposée, consiste en une combinaison du filtrage collaboratif traditionnel basé sur la préférence, enrichie par un filtrage sur les évaluations perceptives des produits. La recommandation est alors basée sur une similarité de préférence et une similarité perceptive entre les clients. Dans cette approche, les données perceptives incluent principalement des évaluations des produits selon des descripteurs émotionnels. Pour comparer les deux approches, nous avons tout d’abord réalisé des recommandations à l’aide d’une base de données simulée, comportant différentes évaluations de clients virtuels. Pour estimer la performance de chaque approche, une procédure de test a été implémentée, en définissant un indice de qualité de recommandation et une procédure de validation croisée basée sur des tirages aléatoires. Cette phase de simulation a permis d’ajuster différents paramètres de l’approche proposée. Ensuite, une enquête en ligne a été réalisée pour créer des données avec des clients réels. Le produit considéré pour réaliser les expérimentations est le film long métrage. Plusieurs centaines de clients ont exprimé leurs préférences et leurs perceptions sur un ensemble de films du marché actuel, à l’aide d’une enquête sur Internet. Cette enquête a servi de terrain expérimental pour étudier sur des données réelles la qualité des recommandations des deux méthodes, qualité calculée avec la procédure de validation croisée. Des attributs généraux des films ont également été introduits afin d’estimer leur intérêt dans une procédure de recommandation. Les résultats montrent que sur les données simulées, pour lesquelles l’expérimentateur maîtrise totalement les relations entre les préférences et les perceptions, la qualité de recommandation de l’approche proposée est supérieure à celle de l’approche classique. La prise en compte des évaluations perceptives des clients conduit bien à une amélioration de la qualité des recommandations. Pour les données réelles, issues de l’enquête sur les films longs métrages, les résultats sont différentiés. Même si la qualité de l’approche proposée n’est en moyenne pas significativement meilleure que celle de l’approche classique, on constate que pour certains clients, des performances supérieures sont obtenues. La performance en fonction de critères démographiques a été aussi étudiée, ainsi que celle pour différentes catégories de clientsThe design of online recommendation systems, such as those used for example in e-commerce, is a real challenge. This requires understanding the customer's need in order to recommend the right product for him/her, i. E those that are likely to be appreciated. These recommendations should be made from data already in the database, usually scarce. The current recommendation systems are based on similarities between customers on products purchased (or assessed). Among the techniques used in most online sites, we are interested in collaborative filtering, in which the recommendations are generated based on similarities that exist between customers. This work concerns the development of a products recommendation method that takes into account the customer preferences and the perceptions. An approach based on the assessment of the preference is first described. It is enriched by the customer perceptions when using the product. The objective of the study is to determine how to take into account the customer's perceptions in a recommendation system, and to what extent the perceptions help to improve the recommendation quality of such a system. The work focuses on two recommendation approaches. The first, called "traditional" approach, is based on the collaborative filtering from the stated customers’ preference about the products. The second is the "proposed" approach. It is a combination of the traditional collaborative filtering based on preference, enriched by filtering on perceptual evaluations of products. The recommendation is then based on a preference similarity and a perceptual similarity between the customers. In this approach, the perceptual data mainly includes product evaluations according to emotional descriptors. To compare the two approaches, we first performed recommendations using a simulated data base made of various profiles of virtual customers. In order to estimate the performance of each approach, a test procedure has been implemented. A recommendation quality index and a cross-validation procedure based on random samples are defined. This simulation phase allowed adjusting various parameters of the proposed approach. Then, an online survey was conducted to create data with real customers. The considered product to carry out experiments is a movie. Hundreds of customers expressed their preferences and perceptions on a range of movies of the current market, using an Internet survey. This survey was used to study on real data the recommendations’ quality of the two approaches. The recommendation quality is computed using the cross-validation procedure. General attributes of the movies have also been introduced in order to assess their interest in a recommendation procedure. The results show that on simulated data, for which the experimenter completely controls the relationship between preferences and perceptions, the recommendation quality of the proposed approach is better than the traditional approach. Taking into account customers’ perceptual assessments improves the quality of recommendations. For real data from the survey on movies, the results are varied. Although the quality of the proposed approach is on average not better than the traditional approach, we notice that for some customers, better performances are obtained. Performance based on demographic criteria was also studied, as well as for different categories of customers
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Xiang, Shu Yuan, and 向淑媛. "The consumers' perceptions of price changes:bundle price versus component prices." Thesis, 1995. http://ndltd.ncl.edu.tw/handle/04831028157945615676.
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Chou, Pei-Lin, and 周佩霖. "The Effects of Price Advertising Cues on Consumers'' Price Perceptions." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/87311895984890020512.
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Zeng, Yi-Ju, and 曾憶茹. "Price Perceptions of Tourist Bundled Products." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/52875036804390814857.
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碩士中國文化大學
觀光事業研究所
88
The purpose of this study is to investigate how the price discounts influence con-sumers’ price perceptions. This study is based upon an exploratory experiment — a scenario involving university students going on a two-day one-night vacation. Ques-tionnaires were distributed to a control group and two experimental groups under six scenarios of tourist bundled products developed from two optional activities. Price perceptions in the six scenarios were evaluated, the price discount being the independ-ent variable, income and bundled product preference being the intervening variable, and price perceptions being the dependent variables. According to the data from the 301 respondents in the control group and 290 and 287 respondents in the two experimental groups respectively, three major conclusions were drawn from this study: 1. Different price discounts of bundled products will result in significantly different price perceptions; 2. When the effects of income and bundled product preference were deleted, price discounts were found to have no effect on price perceptions in 3 scenarios, where the bundled product preference were found to be the strongest and weakest; 3. There was a significant inverse correlation between the price perceptions and purchasing intention. The results of this study not only testify to the research framework developed in this study with reference to price discounts, price perceptions and purchasing intention, but also provide suggestions for future marketing applications.
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Hou, Chen-Yi, and 侯辰易. "The Influence of Online Start Price Presentation System on End Price and Price Fairness Perceptions." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/76631780855375212038.
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碩士國立澎湖科技大學
服務業經營管理研究所
99
The main purpose of this study is to examine the impacts of number of bidders, starting prices, promotions on end prices and to investigate price fairness perceptions between winning bidders and losing bidders. This study is a 2x2-factor study that has 4 experiment groups, and is practiced with careful steps, among which the hotel coupon are experiment products. The result of the study indicates that number of bidders, starting prices and promotions bring different influences to the end prices. The conclusion of this study is as follows: 1. In high starting price situation, number of bidders and end prices have significant positive relationship. In low starting price situation, number of bidders and end prices do not have significant positive relationship. 2. Different sets of starting prices have significant difference on end prices. 3. In high starting price situation, different sets of promotions do have significant difference on end price. In low starting price situation, the different set of promotions do not have significant difference on end prices. 4. The perception of price fairness between winning bidders and losing bidders have significant differences.
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Ti, Cheng, and 鄭迪. "Consumer perceptions of retailer’s price-matching guarantees." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/7m4q26.
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碩士輔仁大學
管理學研究所
93
Many retailers offer the price-matching guarantees that promise to pay consumers the difference if they find a lower price elsewhere. The study investigates the effect of one characteristic of price-matching guarantees (the depth of refund) and one market factor (alternative attractiveness) on consumer perceptions of price-matching guarantee value, believability, and consumer intentions to patronize the retailer. The results show that large refund will simultaneously enhance perception of the value and believability of price-matching guarantees, then increase consumer patronage intentions. Higher alternative attractiveness will decrease perceptions of the value and believability of price-matching guarantees. The total indirect effect of depth of refund on patronage intentions is weaker than the total indirect effect of alternative attractiveness. The implications of the findings for retailing strategy are discussed.
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Pei-JungHuang and 黃珮蓉. "The Impact of Website Social Presence and Price Level on Perceptions of Price Fairness." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/22304852197098138776.
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碩士國立成功大學
企業管理學系碩博士班
98
Customers usually require convenience and reasonable prices when they are shopping online. Charging customers who buy the same product differently based on the multi-channel (such as online store and offline store) pricing strategy affects their perception of price fairness. Thus, the purpose of this study is to investigate how the price level influences consumers’ cognitive (perceptions of price fairness), affection (emotion and satisfaction), and behavioral reactions (inertia, self-protection, revenge) in a situation in which the buyer is charged a higher price in the online store than in the physical store. In addition, this study also explores how website social presence (elements of human warmth and sociability) positively impacts the effects of differential pricing on consumer perceptions of price fairness, emotion, and satisfaction. In this study, a six factor between-subject experiment was conducted to simulate the several situations. ANOVA and multiple regression analysis were used to analyze 431 samples. An empirical study was undertaken to investigate the impact of high levels of price on perceptions of price unfairness. Second, price fairness positively influenced both emotion and satisfaction. Third, customer emotion had a positive influence on satisfaction. Fourth, emotion had a negative effect on inertia and positive effect on self-protection and revenge, while satisfaction affected behavioral response. Fifth, the website social presence positively influenced both emotion and satisfaction. Finally, this study suggests that managers could improve website social presence when consumers perceive price unfairness.
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Chou, Wan-Jen, and 周宛貞. "The effect of bundle and price perceptions on consumers'' evaluations." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/59939939392058090381.
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碩士國立臺灣大學
商學研究所
87
Bundling is the practice of marketing two or more products and/or services in a single "package" for a special price. Bundling is ubiquitously applied in both consumer and industrial markets to sell two or more products simultaneously. If firms can set specific bundling strategy according to the difference of product and consumer characteristics, they will achieve the goal of attract customers and enhance the sales amount. This study discusses the effect of product characteristics in bundle and consumers'' price perceptions on consumers'' perceived value and willingness to buy. This study''s framework is based on the perceptions of price, quality, and value model of Zeithaml in 1988 and the price perception constructs of Lichtenstein et al. in 1993. The conclusions of this study are as follows: 1. Consumers have different perceived value and willingness to buy for different major products'' brand name in bundle. 2. When the products in bundle are low complementary, consumers'' perceptions of value are greater. 3. When the tie-in product is leader brand, consumers'' perceptions of value are greater. 4. The price perception constructs to affect every firm are different, and when consumers have different price perceptions of major product in, they will have different evaluations of bundle. 5. The more favorite of separate products'' brands, the evaluations of bundle are greater. 6. The relationship between consumers'' perceived value and willingness to buy is positive.
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Li, Wan-Hua, and 李婉華. "The Effects of The Reasons of A Price Increase,Product Characters,and Market Situations on Price Fairness Perceptions." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/75806432269148398887.
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碩士國立臺灣大學
商學研究所
93
The price acceptability of products and service would influence consumers’ purchase intentions. Perceived price fairness has been identified as one psychological factor that exerts an important influence on consumers’ reactions to price. Research suggests that consumers sometimes are concerned with the fairness of a price, particularly of a price increase, and that they dislike and are often unwilling to pay a price that is perceived as unfair （e.g. Etzioni 1988；Kahneman）. Many factors can influence consumers’ perceptions of price fairness. Some are internal factors, such as the reasons of the price increase, or disclosure of cost information etc., and others are external ones, such as market situations or product characteristics. The primary purpose of this research is to examine the effects of reasons of a price increase on perceptions of price fairness for utilitarian and hedonic products under different market situations. The target products are printer and amusement park and one 4x2x2 experiment is employed in this research. The four reasons of a price increase that are focused on are one uncontrollably（complying with governmental regulations）and three controllably（improving the quality of the product、increasing personnel cost and donations to charity）. Two market situations are studied：excess demand and non excess demand. Two product characteristics are studied：utilitarian and hedonic products. The major findings are as follows： 1.Telling consumers the reasons of a price increase will be perceived as fairer than increasing price by telling them nothing. 2.Various reasons of the price increase will influence consumers’ perceptions of price fairness. Price increases driven by factors that are perceived to be outside the seller’s volitional control will be perceived as fairer than those driven by factors perceived to be within a seller’s volitional control. 3.When consumers buy utilitarian products under non excess demand situation , the reasons of a price increase are improving the quality of the product and complying with governmental regulations will reinforce consumers’ perceptions of price fairness. 4.When consumers buy utilitarian products under excess demand situation, four reasons of a price increase will have the same effects as reinforcing consumers’ perceptions of price fairness. 5.When consumers buy hedonic products, market situations does not influence consumers’ perceptions of price fairness；however, the reasons of a price increase does. The reasons of a price increase are improving the quality of the product、complying with governmental regulations and donations to charity will reinforce consumers’ perceptions of price fairness.
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Pai, Ren-Haur, and 白仁豪. "The Effects of Reference Prices, Involvement on Consumers'' Price Perceptions and Information Search —A Case Study of Lotion." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/00679114600457935286.
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Chuchu, Tinashe. "Student perceptions of the predictors of customer purchase intentions of counterfeit products." Thesis, 2015. http://hdl.handle.net/10539/18838.
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Thesis (M. Com.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015.The research investigated the use of the two potential predictors of customer purchase intention of counterfeit products (perceived behavioural control and price-quality inference of counterfeit products) as a means of establishing whether these were related to customer attitudes towards economic benefits of purchasing counterfeit products, which ultimately lead to purchase intention of counterfeit products. The study reviewed prior literature on counterfeits purchasing. Probability sampling was used to select respondents, and a research model was developed to measure the constructs used for the study. Field study was conducted in Johannesburg at the University of the Witwatersrand, and research data was collected from 380 registered students of the University of the Witwatersrand, 18 years and older. Using the SPSS 22 and AMOS 22 software program, structural equation modeling (SEM) was performed to analyse the data set. The results revealed that price-quality inference of counterfeit products had a stronger relationship with customer attitudes towards economic benefits of purchasing counterfeit products, than to perceived behavioural control implying that the customers were more likely to purchase counterfeits because of the perceived price bargain and not because of the perceived ease of purchasing counterfeits. The contribution of this study was to enhance the comprehension of existing literature on the relationship between the predictor variables (perceived behavioural control and price-quality inference of counterfeit products) and the outcome variable (purchase intention of counterfeit products).
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CHEN, NEWSON, and 陳鴻文. "The Relationships among Aesthetics Perceptions, Brand Story Perceptions, Perceived Value and Purchase Intentions: The Moderating Effect of Price Sensitivity." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/yy839a.
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碩士德明財經科技大學
行銷管理系
104
Cultural and creative industry not only is a newly industry, but also the government focused on this industry. Cultural consumption is a new trend in consumer market. In recent years, the notion of “Aesthetics Economics” has become an increasing attention issue. In addition, marketers always use “storytelling” to build the brand and create a positive image, therefore, “story marketing” has become a new important issue in marketing research. However, there seems to be a lack of research concerning consumer behavior of cultural and creative products. By observing the feature of cultural and creative products and reviewing the related literature, we found that discussing the relationships among aesthetics perceptions, brand story perceptions, perceived value, price sensitivity and purchase intentions is a valuable research issue. The study aims to construct the regression models that discussing the relationships among aesthetics perceptions, brand story perceptions, perceived value, price sensitivity and purchase intentions. The cultural and creative products were selected to be the research scope. The visitors of two cultural and creative parks in Taipei (i.e. Huashan 1914 Creative Park and Songshan Cultural and Creative Park) were selected to be the research subjects. A structural questionnaire was developed and systematic sampling and personal interview were used to collect the data. A total of 402 usable samples were obtained. The regression analysis demonstrates that aesthetics perceptions, brand story perceptions have positive effects on perceived value. In addition, perceived value has positive effect on repurchase intentions; while price sensitivity has no moderating effect between perceived value and purchase intentions. On the basis of the research results, we offered some marketing strategies and management suggestions for cultural and creative industry.
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Huang, Shih-Jung, and 黃士容. "The effect of website characteristics, price, and consumer's perceptions upon the online shopping." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/53623573804114674689.
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碩士國立成功大學
企業管理學系碩博士班
95
Advance of technology pushes the business activities into the Internet. Even though people have been experienced the dot-com bubble, the brand-new online stores still boost. People believe that the opportunities in the Internet are unlimited. Thus, the competitions are getting heater as well. As results, a main issue of how to get more consumers and sales should be concerned by online store managers and owners. Usually, the first touch when people try to online shopping is website characteristics which include website design, information contents, security, and privacy. Searching for a particular product is the second step. The main purposes of this research are discussing that “do the external quality signals such as website characteristics and price stimulate consumer’s buying intention and decision.” Plus, the author added two intermediate variables, consumer’s perceived risk and perceived quality, to discuss that is the online shopping consumer’s perceived risk and perceived quality different from physical shopping. The interrelationship among website characteristics, price, perceived risk, perceived quality, and consumer’s buying intention and decision were discussed, too. Regression analysis and logistic analysis were employed in this study. The research showed that website characteristics negatively and significantly affected consumer’s perceived risk, and price positively and significantly affected consumer’s perceived quality. In addition, except the website characteristics, the price, perceived risk, and perceived quality significantly affected consumer’s buying intention; and except perceived quality, the website characteristics, price, and perceived risk significantly affected consumer’s buying decision. By the research result, the author suggests that online store should consider the importance of website characteristics. Because this construct can decrease consumer’s perceived risk and increase their buying decision. Moreover, the online store managers should concentrate in search of the balance between price and consumer’s perceived quality. Because the higher price the higher quality that consumers will perceive; yet the higher price the lower buying intention and decision they will make. Thus, the trade off between this two constructs is another issue that online store managers should take care.
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Sun, Jui-Chen, and 孫瑞貞. "A Study of Presale Service, Product and Price Perceptions Impact on Enterprise Customers’Purchase Intention." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/49927740804363363605.
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碩士國立臺灣科技大學
管理研究所
98
The computer and associated information products in the enterprise play a very important role in the operation of enterprise. The computer and information product suppliers offer a wide range of consulting services to assist enterprises to buy the most suitable information equipments and for the overall planning and deployment. The decision-making process of enterprise procurement for information products need consider many factors, and purchase behavior also involves number of levels. In order to meet business needs, except exhibits through dealers and catalogue, the enterprise purchasing decision makers receive information from business representatives and technical consultants of product suppliers. Technical consultants provide pre-sales services to help enterprise customers learn more about new products and how to do right procurement, planning, as well as future deployment. By exploring the computer product and information suppliers’ pre-sale services, product perceptual quality and price perception, and to learn about enterprise customers’ brand attitudes and their future purchase intention. The case company belongs to the computer and information product company. The survey objects are enterprise-class customers. By random sampling of IT departments heads and senior administrators of information systems who are responsible for or involve in information products purchasing decision. This study released 100 questionnaires, then recycling 85 copies. This study draws AMOS linear relationship between the structures of the schema to validate the results of the study are: pre-sale services quality, product perceptual quality and price perception affect brand attitude, brand attitude affects future purchase intention. Pre-sales services quality, product perceptual quality, price perception, brand attitude to purchase intention are there positive relationships.
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Yeh, Nai Chi, and 葉乃綺. "The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/10279701393598982388.
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博士國立政治大學
企業管理研究所
98
The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to customers: Purchase over $1000 and get a $100 cash reward, purchase over $500 and get a $50 cash reward, or 10% off price discount. Consumers’ invoices from the bookstore’s database were recorded, and questionnaires were used to measure transaction value and how these promotions influenced consumers’ shopping spending, and tendency to calculate total expense. Study 1’s findings show that consumers tend to calculate total expense under “the minimum purchase requirement promotion”. Study 2 and Study3 explored how this promotional type influences on consumers’ price cognition, including price recall accuracy and internal reference price. In Study 2, laboratory experiment was used: (a) purchase over $1000 and get a $100 cash reward and (b) 10% off price discount through manipulated catalog shopping. Study 3 was a computer-manipulated shopping experiment, with participants purchasing product in the shopping stage of experiment and selling the products in a later auction to ascertain their internal reference price under two different promotional frames (purchase over $3000 and get a $300 cash reward, and a 10% off price discount). Major findings about consumers’ purchasing decisions were: (a) as the inference of anchoring and adjusting heuristic theory (Tversky and Kahneman, 1974), consumers increase their spending; (b) the “requirement promotion” improvement of consumers’ transaction value cannot be proved as the inference of silver linings principle (Thaler, 1985) because the time delay was not obvious in the experiment. The results of the influence on price cognition were: (a) “the minimum purchase requirement promotion” had a higher internal reference price than regular price discount with total expense over the promotional threshold; (b) this promotion will increase consumers’ tendency to calculate total expense; (c) consumers have higher price recall accuracy in this requirement promotion; and (d) the internal reference price was used to infer that this promotion might have a higher transaction value with total expense over the promotional threshold.
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Arora, Joginder Singh. "Price-level accounting in India: A study of corporate practi8ces and perceptions of chartered accountants." Thesis, 1996. http://hdl.handle.net/2009/6230.
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