Research on the Effect of Price Character on Price Overall Perception
Abstract:
Price is not mere signal of fair exchange. At the sametime, customer’s act is not brief either. Price has been a crosssubjected research domain. Customer buying activity is controlled by three price perception factors that include price cheapness, price fairness and price variety. Empirical results show that price cheapness, price fairness and price variety is not only influences customer price overall perception, but also direct positively impacts it. This research fruit gives theoretical research and practitioner some guidance: qualitative research of customer price factors must up to quantitative measurement and administrative level.
Keywords:
price cheapness; price fairness; price variety; price perception
pages:
67-70
DOI:
10.35745/icice2018v2.017
Year:
2018
Published in:
2nd International Conference on Information, Communication and Engineering (ICICE 2018)
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