engleski

Determinants in price decision making process - information availability and consumer loyalty

Research paper investigates effects of pricing information availability and consumers’ loyalty to the seller. Pricing strategy is an important part of overall business strategy, and price information represents important element in consumers’ buying decision process. Pricing strategy is an important part of overall business strategy, and price information represents important element in consumers’ buying decision process. Using experimental research design with different scenarios related to contexts of dynamic pricing and price bundling, valuable data was obtained from subjects in Croatian market. It was shown that providing information regarding reasons for price setting or change, as well as feeling loyal to the seller had an impact on consumers’ price fairness perception. Desk research findings are laid forth and integrated, methods used to conduct field research explained and results discussed and compared with previous research where possible. Also, limitations of conducted research and incentives for future research directions are laid forth.

price decision-making, information availability, consumer loyalty

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