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The impact of roundedness of price on service purchase intention depending on consumer’s service purchase state : feelings or cognition
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2016
English Abstract
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
Main Subjects
Economics & Business Administration
No. of Pages
60
Table of Contents
Table of contents.
Abstract.
Introduction.
Research question.
Literature review.
Research methodology.
Data and analysis.
Discussion.
Conclusion.
References.
American Psychological Association (APA)
Muayyadin, Sarah. (2016). The impact of roundedness of price on service purchase intention depending on consumer’s service purchase state : feelings or cognition. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775304
Modern Language Association (MLA)
Muayyadin, Sarah. The impact of roundedness of price on service purchase intention depending on consumer’s service purchase state : feelings or cognition. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2016).
https://search.emarefa.net/detail/BIM-775304
American Medical Association (AMA)
Muayyadin, Sarah. (2016). The impact of roundedness of price on service purchase intention depending on consumer’s service purchase state : feelings or cognition. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775304
Language
English
Data Type
Arab Theses
Record ID
BIM-775304