The impact of roundedness of price on service purchase intention depending on consumer’s service purchase state : feelings or cognition

مقدم أطروحة جامعية

Muayyadin, Sarah

مشرف أطروحة جامعية

Bachleda, Catherine

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2016

الملخص الإنجليزي

To succeed in a business, companies need to have an effective pricing strategy.

Hence, in recent years, pricing strategy has become an increasingly important topic.

Prior research suggests that certain price numbers, including whether a price is rounded (e.g., $100.00) or not (e.g.

97.63) can influence consumer spending.

Prior research also suggests that some purchases are driven more by a consumer’s cognition and others are driven more by a consumer’s feelings.

In spite of this, there is almost no research that has explored whether the nature of the price (rounded or non-rounded) impacts purchase intention in feeling-based or cognition-based consumption decisions.

Thus, the purpose of this study is to extend the limited work available by examining the effect of roundedness of price on purchase intention taking into consideration the context of the consumption decision.

Data was gathered by means of a survey.

Respondents comprised 614Moroccan consumers.

Results indicated that there was a high impact of the nature of the price (rounded/non-rounded) of a service on the purchase intention; however, there was a non-significant impact of the consumers’ state (feeling/cognition) on the purchase intention.

The results showed also that there was a significant interaction between the state (cognition/feeling) of a consumer and the price (rounded/non-rounded) on service purchase intention

التخصصات الرئيسية

العلوم الاقتصادية والمالية وإدارة الأعمال

عدد الصفحات

60

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-775304