Persuasion knowledge and consumer reactions to pricing tactics

Service Quality, Satisfaction and Behavioral Intentions Aspects across Different States in Retailing

“…Organized retailing is growing in all the spheres of Indian retailing either it may be consumer goods, electronic goods, shopping goods etc. In retail stores, price and quality are one of the important factors which determine the future growth prospects and profits of retailers in any country ( (Hardesty, Bearden, and Carlson 2007;Hardesty and Bearden 2003). It was also found that a customer is ready to pay the price on the basis of the value of the product and it decides his/her purchasing decision (Netemeyer et al 2004).…”

The Problems and Management Strategy of Local Convenience Stores for Business Survival in Violent Situations in Lower-South Thailand

“…In addition, in the previous literature, we found numerous factors that affected business success: management's character of leadership and knowledge (Enyinna, 1995;Wall et al, 2001); the efficiency of the decision-making process of small enterprises' owners (Ekamen, 2005); entrepreneurs with higher education are likely to have improved managerial skills and a better understanding of market opportunities, as well as an increase in the return from self-employment (Rizov & Swinnen, 2004); quality products that are attractive to the customer (Promsaka Na Sakolnakorn et al, 2008); and motivation factors in the sense of personal achievement in areas such as income, quality of life, work completed, and accuracy of work (Purateera et al, 2009). In addition, price strategy influences customer decisions and motivation (Hardesty et al, 2007), and quality of service can maintain customers and lead to customer satisfaction (Bolton et al, 2007). …”

“…Sales price is the one factor that can increase circulation (Manning & Sprott, 2007;Barone et al, 2007) because it motivates customers to buy goods (Hardesty et al, 2007) more than brand image and service (Bridges et al, 2006). From the interviews, some Muslim traders told us, "Now I have many competitors, especially Muslim traders are increasing in number, so I choose to reduce sales price for customer motivation" (Muslim owner in Narathiwat province, personal communication, 2012).…”

Influences on what consumers know and what they think they know regarding marketer pricing tactics

“…Most research studies that have investigated consumer knowledge within the pricing domain have focused on assessing consumer knowledge of individual prices (e.g., Dickson & Sawyer, 1990; Vanhuele, Laurent, & Dreze, in press). The focus of the present research is upon consumer knowledge of marketer pricing tactics.Recently, Hardesty, Bearden, and Carlson (2006) examined the effects of varying levels of objective persuasion knowledge regarding pricing tactics by investigating the effects of such knowledge on responses to marketplace offers. As a subdomain of overall consumer persuasion knowledge (Friestad & Wright 1994), pricing tactic persuasion knowledge was defined as knowledge of pricing tactics used by sellers to generate favorable price perceptions regarding their brands, stores, and/or offerings.…”

“…As a subdomain of overall consumer persuasion knowledge (Friestad & Wright 1994), pricing tactic persuasion knowledge was defined as knowledge of pricing tactics used by sellers to generate favorable price perceptions regarding their brands, stores, and/or offerings. Hardesty et al (2006) found that consumer responses to pricing tactics were affected by the level of accurate/inaccurate knowledge held for such tactics. For example, in one of their studies, consumers high in pricing tactic persuasion knowledge were less interested in purchasing an item offered with a tensile price claim than consumers low in such knowledge.…”