تأثير استراتيجيات التسعير الكسري و تسعير الخصم و تسعير الحزمة على نية الشراء لدى المستهلك السوري : دراسة ميدانية على محلات بيع الملابس بالتجزئة في مدينة دمشق

الملخص EN

Companies sometimes face circumstances that require a change in their prices.

These price strategies differ according to the response of consumers to them according to the following: To what extent do consumers respond to these strategies and to what extent do these strategies correspond to their needs and do they get the value and benefits from these prices? Pricing strategies include different types, and we will focus in this research on three of them: fractional pricing strategy, discount pricing strategy and package pricing strategy, so we measure the impact of the three pricing strategies on the intention of buying in the Syrian consumer.

In this research, a descriptive analytical approach was used to collect data on the three pricing strategies.

The field study was conducted on a sample of 156 consumers from retail stores in the city of Damascus, and a statistical package for social sciences was adopted SPSSV.19 to analyze the respondents ’answers.

A sample size adequacy test was used in accordance with the Kaiser and Bartlett criteria, and the stability test according to the stability factor (Alpha Kronbach) to measure the reliability of the axes and the research tool, and a single sample Student test to assess the responses of respondents from the sample individuals on the axes of the questionnaire.

In addition, multiple regression analysis was used to study the effect Independent variables together on thedependent variable.

And finally a test of variance analysis (Fischer) to study the differences in the dependent variable according to demographic variables.

The results concluded that the most important strategy of the pricing strategies under study is the package pricing strategy with the highest arithmetic average, as the consumer attraction level is high and the discount strategy followed, while the weakest strategies were the fractional pricing strategy, and finally the results of the analysis showed that there were no statistically significant differences Clear degrees of purchase intent attributable to income and age variables.