Relationships among Pricing Strategies and Customer’s Purchase Intentions Chinese and African environment in the context of CSR

Darina Saxunova, Manuel Vilar dos Santos, Qian Jia and Rita Szalai
Additional contact information
Darina Saxunova: Comenius University, Bratislava, Slovakia
Manuel Vilar dos Santos: CSJ Ltd, Portugal
Rita Szalai: Comenius University, Bratislava, Slovakia

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: Sustainable luxury products are drivers of greater respect for the environment and social development. They are also synonymous with culture, art, and innovation from different nationalities while maintaining the legacy of local craftsmanship. The primary objective of this study is to investigate the intricate relationship between pricing strategies and the purchase intentions of luxury products among Chinese and African consumers, with a specific focus on the social corporate responsibility aspect. In the Chinese market, pricing is closely tied to social status, brand prestige, and perceived value, where higher prices often enhance desirability due to cultural emphasis on 'face' and exclusivity. However, a growing segment of younger, CSR value-conscious consumers is shifting toward a more pragmatic approach, seeking a balance between luxury and affordability. In contrast, African consumers, particularly in emerging economies, demonstrate greater price sensitivity, though aspirational buying remains strong. Here, pricing influences are shaped by economic accessibility, brand trust, and cultural diversity. New technologies have transformed the shopping market, enabling affordability, which is crucial for expanding market share. The factor of high prices may signal authenticity and status. The quantitative and qualitative methods are applied in this study. The findings suggest that pricing is not merely a financial consideration but a strategic tool that interacts with cultural, psychological, and economic factors. Tailored pricing strategies that reflect local consumer values and market conditions are crucial for CSR luxury brands seeking to succeed in select emerging regions.

Keywords: Pricing; Strategies; Customer; Purchase; Intentions; China; Africa; CSR (search for similar items in EconPapers)
Date: 2025
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