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Examination of consumers' perceived quality and willingness to buy in the context of price variability and frequency of price change: A study of retail products

KALENDER ÖZCAN ATILGAN | EVRİM ERSİN KANGAL

Marketing managers are able to influence consumers' perceptions of quality and their willingness to buy, using the frequency of price changes and price variability. This study aims to examine the differences in the frequency of price changes and price variability, in terms of the perceived quality and the willingness to buy. For this purpose, using values calculated according to the average and standard deviation of the market price of a specified product, we obtained two different price variations, +-1σ and +-2σ, and price stimuli determined at two different frequencies of price changes (thre ...Daha fazlası