The Effect Of Suggested Price By Manufacturers On Consumer

In the society with increasingly fierce competition, the situation that the overflow of price expression and promotional information makes modern people lack of attention makes that the designed price description information attracts consumers'attention more and more difficult. Therefore, only when the market personnel catch consumers'attention and design most suitable price formulation, can they attract their attention and enhance their perception and purchase intention. Consumers'external reference price is the important factor to determine their price perception and purchase action and it directly affects consumers to make buying decision. Due to various reasons, the study of suggested price by manufacturers, one basic form of external reference price's influence to consumers'perception is still very little. Instead, in social practice, suggested price by manufacturers is paid more and more attention and used more and more. This paper will cut in from suggested price by manufacturers, current price and discount to discuss how the suggested price by manufacturers influences consumers'perception and purchase intention and to further study whether suggested price by manufacturers takes the real effect in consumers' heart as manufacturers and merchants have hoped.Based on empirical angle, this paper studies the effect of suggested price by manufacturers on consumers'perception. This paper takes price promotion theory, external reference price theory, clues using theory and consumer perception theory for reference, and based on this, this paper sets up theory study model, whose independent variable is the price incentive, for variable is perception quality, perception value and purchase intention.According to the study, under the situation that current price hasn't changed, labels with suggested price by manufacturers promote more of consumers' perception and purchase intention than labels without that; under the situation that current price hasn't changed, that label with high suggested price and then with certain discount for consumers can promote more of consumers'perception and purchase intention than that only with current price.The contribution of this paper is that it provides theoretical basis for manufacturers to pay more attention and use the suggested price, and enriches the study about external reference price theory and clue using theory at home and abroad, and on the basis of empirical study conclusion, it offers some suggestion for enterprises to effectively develop product pricing.