MAIN FACTORS THAT INFLUENCE IN THE PRICE MISPERCEPTION

Encarnación Andrés Martínez Mâª, Miguel Angel Gomez Borja and Juan Antonio Mondéjar Jiménez
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Encarnación Andrés Martínez Mâª: University of Castilla-La Mancha
Miguel Angel Gomez Borja: University of Castilla-La Mancha
Juan Antonio Mondéjar Jiménez: University of Castilla-La Mancha

International Journal of Business and Social Research, 2013, vol. 3, issue 3, 140-148

Abstract: Price knowledge is a very important psychological concept for retailers and manufacturers to formulate and develop marketing strategies. In this sense, an analysis of the knowledge that individuals have of prices can help retailers design more efficient price strategies. The purpose of this research is to analyse socio-demographic and environmental determinants (i.e. price range) and consumer price perception error in different types of retail stores. The empirical study is based on a survey that analyses price knowledge using perception error. Considering different socio-demographic and behavioural aspects of consumers in relation to prices, an analysis was carried out to ascertain whether or not there are significant differences in perception error. The results reveal significant differences for the price range and some socio-demographic variables.

Keywords: prices; price knowledge; perception error. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:lrc:larijb:v:3:y:2013:i:3:p:140-148

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