Effectiveness Of Pricing Strategies In Influence Consumer Behavior In Psychological Factor

Abu Hassan, Abu Syahid (2016) Effectiveness Of Pricing Strategies In Influence Consumer Behavior In Psychological Factor. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays pricing strategy is an important to companies. This element is using in creating a marketing strategy of a company. the correct pricing strategy to attract consumers to buy products on offer. Therefore the aim of the study setup to see the effectiveness of pricing strategies to influence consumer behavior in terms of psychological. The variables used is a pricing strategy that is nowadays called skimming pricing, bundle pricing, penetration pricing and also psychological pricing. The objective of this research is to see the effectiveness of this pricing strategy in influencing consumer behavior in terms of pricing strategies psycological which will affect them in making a purchase. This study used quantitative methods to identify the effect of this pricing strategy in influencing consumer behavior. A series of questionnaires will be distributed to respondents to identify their perceptions of the effectiveness of this pricing strategy in influencing consumer behavior in terms of psychological. This questionnaire will be distributed to all residents of Kuantan are aged 17 years and older. The analysis was conducted using the Statistical Package for Social Sciences (SPSS) with a total of 384 respondents. Data were analyzed using Pearson correlation analysis and simple linear regression model. ANALYSIS therewith, this study shows that all variables affect consumer behavior in psychological terms. Therefore, the discussion explained that the objective of this study was achieved. Finally, some proposals have been suggestions will include expanding the study area and also conducted a survey of price strategies for online businesses in the future.

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