Some Personal Reflections on Pricing Research

How do buyers judge prices? How do they know whether a product or service is priced reasonably, is a good deal or is too expensive? Do buyers perceive all price increases and all price promotions? Do price promotions and price increases necessarily change buyer behavior? How do buyers process the plethora of price information they encounter each day? Economists contend that price primarily represents the monetary sacrifice to obtain a product or service. Behavioral price researchers argue that more complex phenomena are involved. Buyers have individual, internal norms against which they judge prices. There are threshold points below which buyers do not perceive price changes. There are also specific ranges of prices buyers find acceptable for a particular product. Despite over four decades of behavioral price research, we know little about the root causes of these buyer responses to price information. This article is the first of several planned essays that will review the historical, theoretical and empirical developments in the field of behavioral price research. In this first review, we examine the core concepts behind buyer responses to price as well as the complex way that people process numbers. The objective of these essays is to bring focus to, clarify conceptual definitions, examine empirical developments and raise future research questions for this field of study.

This paper introduces the Elastic Demand Index (EDI), a novel approach to analysing the competitive elasticity of businesses within a market. The EDI formula discusses the limitations of traditional demand elasticity models, such as Price Elasticity of Demand (PED) and Cross-Price Elasticity of Demand (CPED), by incorporating additional market factors that influence consumer behaviour. The EDI formula integrates Competition Intensity (CI), Market Influence (MI), Buyer Confidence (BC), and Consumer Sensitivity (CS) to provide a more comprehensive understanding of how various dynamics affect demand elasticity. In addition to the EDI model, the paper also presents the Price-Perception Elasticity Index (PPEI), a variation of the EDI formula that incorporates the Van Westendorp Price Sensitivity Meter (PSM) to account for consumer price perceptions. The PPEI adjusts the EDI by introducing a Van Westendorp Price Factor (VW), which reflects the proximity of a product’s actual price to the customer’s perceived Optimal Price Point (OPP) and the Range of Acceptable Prices (ROP). This variation allows businesses to understand not only how external market conditions affect demand elasticity but also how closely their pricing aligns with customer expectations, adding a psychological dimension to the analysis of price elasticity. Through a detailed exploration of the EDI and PPEI formulas and their components, the paper explores and demonstrates how these approaches offer a more nuanced analysis of market conditions, particularly for companies operating in competitive and rapidly changing environments. By incorporating factors such as competition, brand strength, consumer sentiment, and price perception, both the EDI and PPEI models allow businesses to predict demand changes more accurately. This enables firms to optimize pricing strategies, improve market positioning, and sustain profitability in complex markets by considering not only price fluctuations but also the broader market landscape and customer price perceptions. The paper concludes that the Elastic Demand Index (EDI) and its variation, the Price-Perception Elasticity Index (PPEI), represent significant advancements in the field of economic analysis, providing a more holistic and practical tool for assessing competitive elasticity. By moving beyond the traditional focus on price and incorporating multiple dimensions of market behaviour, these models offer substantial advantages for businesses seeking to navigate the complexities of modern market environments and better align pricing strategies with consumer expectations.

This research aims to determine the influence of brand trust and price perception on purchasing decisions at the Rotte Bakery Pasir Putih branch. This research is quantitative research with brand trust and price perception variables on purchasing decisions. This research uses data collection techniques by distributing questionnaires. The total sample for this research was 97 respondents taken using the lameshow technique. The data analysis techniques used are descriptive statistical analysis techniques and inferential statistics. The research results show that brand trust partially influences purchasing decisions and price perception partially influences purchasing decisions. Meanwhile, brand trust and price perception have a simultaneous influence on purchasing decisions. Then it was also discovered that the contribution to the presentation of influence provided by brand trust and price perception was 73.8% and the remaining 26.2% came from other variables not included in this research. It can be concluded that brand trust and price perception influence purchasing decisions at Rotte Bakery Pasir Putih Branch.

This study entitled "The Influence of Product Quality, Brand Image, and Price Perception on Purchasing Decisions (Study at Starbucks Coffee Surabaya)" with the aim of knowing how much influence product quality, brand image, and price perceptions have on purchasing decisions at Starbucks Coffee in Surabaya. The method used in this study is a type of quantitative method with purposive sampling technique. The research sample was 98 people. This study collected data through questionnaires that were distributed to consumers with the criteria of being over 17 years old and having made a purchase at Starbucks Coffee in Surabaya. The analytical tool used in this study is the Partial Least Square (PLS) model. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and Price Perception has a positive and significant effect on purchasing decisions.

Purchasing decision is a concept in purchasing behavior where consumers decide to act or do something and in this case make purchases or take advantage of certain products or services (Balawera, 2013). Consumer decision making is basically a problemsolving process. Researchers use this purchasing decision variable because the study of purchasing decisions is still worth researching considering that the increasing number of products in circulation results in the need for various considerations for the public in making purchasing decisions. In this study, researchers took three variables, namely Promotion, Brand Image and Price Perception to become a reference for consumers to make purchasing decisions. This study aims to determine the effect of Promotion, Brand Image and Price Perception on Purchasing Decisions for the "Nusarina" brand mineral water. The sampling method used is to use the Lemeshow formula from the number of people in Wanayasa District to produce 269 respondent the data used is primary data with questionnaire techniques, hypothesis testing is carried out using multiple linear regression analysis techniques using the one-tailed test with the Analysis of moment structure version 24 application. The results showed that Promotion has a significant effect on Purchasing Decisions, while Brand Image has no effect and is not significant to Purchasing Decisions and for Price Perceptions has no negative and insignificant effect on Purchasing Decisions.

: This study aims to determine the effect of product quality on purchasing decisions and customer satisfaction. The sample used in this research is hotel consumer or hotel visitor of OASIS Banda Aceh. This research method used questionnaire as research instrument. The questionnaires were successfully analyzed as many as 126 responden. Non Probability sampling is used as sampling technique with purposive sampling method. Multiple linear regression is used as a method of analysis to determine the effect of the variables involved. The result of the research shows that product quality has influence to price transparency and product quality does not have an effect on purchasing decision and consumer satisfaction and price perception at OASIS Banda Aceh hotel, research result proves that price transparency influence to price perception at hotel OASIS Banda Aceh, shows that price perceptions affect purchasing decisions at OASIS Banda Aceh hotels, the results show that price perceptions have no effect on customer satisfaction, and the results prove that purchasing decisions give effect to customer satisfaction at OASIS Banda Aceh hotels. Keywords: Product Quality, Purchase Decision, Price Transparency, Price Perception, Consumer Satisfactio

This study aims to determine purchasing decisions among young people who need their daily life is still filled by the lord yes. Android smartphones among young people are still included in the category of expensive items. The sample used is young people who are still learning and have no income. Consumers in determining the decision to purchase products are influenced by including price perceptions, product features, and word of mouth. Consumer complaints about price perceptions are caused by Android smartphones perceived to be more expensive. Price perception is related to how price information is understood entirely by consumers and gives a deep meaning to them, three indicators namely: Price conformity to product quality, Price conformity to benefits and Competitive prices. Product features are elements of a product that are considered important by consumers and are used as the basis for making a purchasing decision, researchers use four indicators, namely: Diversity of Features, Quality of Features, Importance of Features and Completeness of Features. Word of Mouth or WOM is the act of providing any information related to the product by consumers to other consumers. there are three indicators of Word of Mouth, namely: Word of Mouth Organic, Word of Mouth Amplified and Word of Mouth Marketing. The purchase decision is a decision as the choice of an action of two or more alternative choices, there are six indicators namely: Product choice, Brand choice, Time choice, Store choice, Choice of amount and Choice of payment. From the results of this study it was found that the influence of Price Perception (X₁), Product Features (X₂) and Word of Mouth (X₃) on Purchasing Decisions (Y) had a very strong and positive effect because when young people whose financial needs were still met from his parents or young people who have not worked is largely determined by the variable Price Perception (X ₁), Product Features (X ₂) and Word of Mouth (X ₃) together or simultaneously affect the Purchase Decision (Y) of an android smartphone.

Unhealthy price competition in the market, especially due to predatory pricing practices, is a challenge for small and medium enterprises (SMEs). This study aims to analyze the influence of company reputation, digital marketing, and price perception on purchasing decisions in the Shopee marketplace. A quantitative approach was used with a survey method involving 200 respondents from the Cirebon area. After screening, the final sample size analyzed was 180 respondents. Data were collected through a questionnaire and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) with the help of SPSS 25.0. The results showed that price perception had a significant influence on purchasing decisions (p < 0.05), indicating that consumers tend to consider price when transacting on Shopee. Company reputation approached significance, while digital marketing did not show a significant influence, although it still played a role in attracting consumer attention. The regression model used proved strong (F = 27.840, p < 0.000), indicating that the independent variables collectively influenced purchasing decisions. In conclusion, the most dominant factor influencing purchasing decisions on Shopee is price perception. Although company reputation and digital marketing did not show strong individual significance, both still contribute collectively. Therefore, improving price transparency, maintaining positive company image, and enhancing digital marketing strategies are essential to increase consumer purchasing decisions in online marketplaces like Shopee.

This study aims to determine the contribution of lifestyle, price perception, and product quality to purchasing Oppo mobile phones at the Mulia Cell Store, Palopo City, Indonesia. The study population includes all Oppo consumers at the store, with a sample of 30 respondents selected using purposive sampling techniques. This study uses a quantitative approach, with data collection techniques through observation, questionnaire distribution, and documentation. Data analysis was carried out using SPSS version 26. The results of the study indicate that, (1) lifestyle has a positive and significant effect on purchasing decisions, (2) product quality does not have a significant effect, (3) price perception has a significant positive effect on purchasing decisions, and (4) simultaneously, the three variables have a joint effect on purchasing decisions. This study provides a practical contribution for business actors, especially Mulia Cell Store owners, in developing marketing strategies adjusted to consumer lifestyles, price perceptions, and product quality to improve purchasing decisions.

In 1998, the NIH's National Cancer Institute created the Behavioral Research Program (BRP) within the Division of Cancer Control and Population Sciences. A primary goal of the BRP is to stimulate and expand the field of behavioral research in cancer prevention and control. To help achieve this end, BRP created the Small Grants Program. This study examines the effect of the program on the careers of new investigators in cancer prevention and control. A mixed-method analysis was conducted on data from a grantee survey and publication and post-award activity records. A majority of grantees (n=197) submitted additional research grant applications, and of these grantees, 37% (n=73) were awarded funding from the NIH and 20% (n=40) received funding at the R01 level. Grantees published research results in journals or presented at professional conferences. Of the 47 grantees who provided their curriculum vitae, 72% (n=34) published or had in press at least one article resulting from their small grant (R03) and 40% (n=19/47) published at least one article as lead author. These articles were cited a total of 134 times in 85 journals. By supporting investigators' initial behavioral research applications, the Small Grants Program seems to open the door to additional "independent" research opportunities and fulfills the NIH's goals of supporting early career investigators and stimulating promising new areas of cancer research.

This study aimed to determine the influence of price perception, online customer reviews, and product quality on purchasing decisions. The population comprised all 192 employees of the Central Java Provincial Department of Industry and Trade, and the sample comprised 100 respondents. The sampling technique used was purposive sampling. The data source was primary data, collected using a questionnaire. Multiple linear regression analysis was used for data analysis. The hypothesis test results showed that price perception, online customer reviews, and product quality had positive and significant effects on purchasing decisions. The coefficient of determination was 0.702, indicating that price perception, online customer reviews, and product quality accounted for 70.2% of the variance in the purchasing decision variables. The study concludes that price perception, online customer reviews, and product quality positively influenced employees' purchasing decisions in the Department of Industry and Trade. Therefore, further research is needed, particularly regarding employee digital transformation.

<p><em>There are some factors that can influence the success and failure of furniture companies include product quality, price perception, and brand image that can have an impact on consumer purchasing decisions. The aimed of study to analyze the influence of product quality, price perception, and brand image on purchasing decisions.</em></p><p><em>The object of this study is PT Kota Jati Furindo Jeparam, this companies is one of the companies engaged in the furniture trade located on Jl. Jepara-Bangsri No.Km 6.5 hamlet 1, Suwawal, Mlonggo, Jepara, Central Java. The samples of this study are consumers who bought furniture at PT Kota Jati Furindo Jepara. The reasearcher use linear regression to analyze this study.</em></p><p><em>The results showed that product quality, price perception and brand image had a positive and significant effect on purchasing decisions. Better product quality, price perception, and brand image of furniture will further enhance consumer purchasing decisions on furniture at PT Kota Jati Furnindo Jepara.</em></p>

This study was conducted to determine the effect of Augmented Reality Marketing, Online Customer Review, Price Perception on Purchase Decision and Repurchase Intention (Study on Maybelline Official Store Consumers at Shopee)". This type of research uses explanatory research with a quantitative approach, with the distribution of questionnaires as a data collection technique. The sampling method uses purposive sampling technique, which is a sampling technique where the person selected as the sample is in accordance with the purpose of the research, the sample used was 116 respondents through distributing questionnaires. The data analysis and processing method used in this research is SEM-PLS analysis using Smart PLS 4.0 software. The results of this study show that (1) Augmented Reality Marketing has a positive and insignificant effect on the Purchase Decision of Maybelline Official Store Consumers on Shopee, (2) Online Customer Review has a positive and significant effect on the Purchase Decision of Maybelline Official Store Consumers on Shopee, (3) Price Perception has a positive and significant effect on Purchase Decision Maybelline Official Store Consumers on Shopee, (4) Augmented Reality Marketing has a positive and insignificant effect on Maybelline Official Store Consumer Repurchase Intention on Shopee, (5) Online Customer Review has a negative and insignificant effect on Maybelline Official Store Consumer Repurchase Intention on Shopee, (6) Price Perception has a positive and significant effect on Maybelline Official Store Consumer Repurchase Intention on Shopee, (7) Purchase Decision has a positive and significant effect on Maybelline Official Store Consumer Repurchase Intention on Shopee.

The purpose of this study was to determine the effect of brand image, price perception, and customer value on purchasing decisions both partially and simultaneously on the Indomaret Lontar Surabaya Mini Marke. The sample amounted to 94 respondents with a sampling technique used is purposive sampling. while the method of data analysis used multiple linear regression analysis, validity and reliability tests and using the classic assumption deviation test and hypothesis testing. Based on the test results indicate that the simultaneous F variable brand image, price perception, and customer value has positive and significant impact on purchasing decisions at 50.6% which means that purchasing decisions can be explained by brand image, price perception, and customer value of 50.6 %, and the remaining 49.4% can be explained by other variables. Partially based on t test variables in this study have positive and significant price perception which have the greatest influence in the amount of 32.9%, while the lowest brand image has the effect of 7.3%.Keywords: Brand Image, Perception Price, Customer Value , Purchasing Decisions.

The main objective of this study is to examine various factors that affect the consumer decision-making process when purchasing tickets from low-cost airlines in Indonesia. This study focuses on analyzing the influence of three main factors, namely brand image, price perception, and trust, on the final purchase choice. This study uses a quantitative methodology, using primary and secondary data sources. Primary data was obtained by providing questionnaires to low-cost carrier users to get a direct perspective from customers. This study shows that trust, price perception, and brand image are important variables influencing consumers’ decisions to buy low-cost carriers in Indonesia. The study’s findings show that LCC customers’ purchasing decisions are significantly influenced by their perceptions of brand image, trust, and pricing. Customers are more inclined to select airlines they believe to be dependable and safe, therefore trust is an important consideration. Another important factor is price perception, which shows how customers react to competitive pricing that matches the value they anticipate. Airlines that successfully create a green brand image and keep prices competitive can stand out in the market as consumers’ awareness of environmental issues grows. Empirical evidence from this study suggests that incorporating sustainability into business strategies may appeal to the increasing number of environmentally conscious consumers. Finally, airlines who are effective in creating a positive brand image stand out in the competitive low-cost carrier (LCC) sector, demonstrating the importance of brand image as a decision driver.