The Antecedents of Price Consciousness and Value Purchase in Times of Crisis

Emna Arfa, Houssem Edine Nasr and Kaouther Saied Benrached
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Emna Arfa: University of Tunis El Manar, Tunisia
Houssem Edine Nasr: University of Tunis El Manar, Tunisia
Kaouther Saied Benrached: University of Tunis El Manar, Tunisia

International Journal of Sustainable Economies Management (IJSEM), 2021, vol. 10, issue 3, 38-52

Abstract: The successive economic crises around the world have resulted in social uprisings and a negative impact on the psychological behavior of consumers. This research aims to study the antecedent's price perception in times of crisis and to test their impacts on the price sensitivity and consciousness value. This leads to a new valuation of the purchase experience for consumers. A quantitative study of 362 people is done. The main results of the study are the main history of price sensitivity in times of crisis: the concern for purchasing power, the reduction of financial well-being and financial fear. Moreover, the perceived value of the shopping experience is no longer valued by the hedonistic aspect but rather by an economic value linked to value for money and a spiritual value linked to the social aspect of consumption.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jsem00:v:10:y:2021:i:3:p:38-52

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