Consumer Prices Are Fair And Perceived Impact Study Of The Factors

Setting and managing prices are critical elements of the marketing manager's job. From the marketing manager's perspective, the price is what the consumer is willing to pay for the value of bundle of attributes offered. From the consumer's perspective, the price represents what the consumer must sacrifice to gain the value of the bundle of attributes in the product offering. In addition, it is clear that prices can mean more to consumers than just a monetary exchange of value. It is critical for marketers to understand how consumers are likely to perceive a given price.Various conceptualizations have been developed and adapted to explain the phenomenons of price fairness perceptions. However, each approach tends to address a specific reason for price fairness perceptions. In this paper, we present a conceptual framework for price fairness that integrates the conceptualizations and organizes existing price fairness research.This paper adopts the method of questionnaire with the SPSS to analysize valid questionnaires for testing the hypothesis raised in the conceptual framework. According to the results of data analysis, this research verified the hypothesises, and got the following conclusions: Positive correlativity between influential factors and the ingredients of price fairness perception; Main factors influencing price fairness perception were got through regression analysis; Through analysis of data grouping in the condition of different data group, different effects of each factor were verified.At last, we then use the framework to offer four advices for the practice of price management, such as comprehending characteristic of customers, impacting on customers' referencing price, enough communicating with customers and establishing long-time emotional connecting with customers. For convenience of research development, we list some shortages of this essay, and point out some possible directions for further research.