A study of the effect of price ending on perception variables

• Main Authors: Wei-yi Chou, 周維儀
• Other Authors: Kuo-kuang Chu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/w72z7z

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === There is evidence that the rightmost digits, or price ending, can have substantial effects on consumer sales and communicate some meanings to consumers. But the relation between these meanings and the sales is not entirely clear. Thus, it is important to know how the price ending can effect comsumer perceptions and purchase intention.The aim of this article attempts to explore how consumers actually behave toward both price image and quality image (those effects in which consumers may infer meaning from the rightmost digits), and how they impact on perception variables. The method to carry out this study is using a questionnaire survey, which aims at general consumers. Total received 391 questionnaires. Then, in order to clarify the linear relationship of these variables, regression analysis was done. Further, we address whether variables in this article has differences between sex, income and education. The results show that there is a clear relation in the marketplace between the 9 price ending and the presence of cues for a low-price appeal, this relation appears to be quite strong, i.e. the existence of price image. On the other hand 9 price ending effects purchase intention, and on the other there is no negative quality image. Our findings suggest that price ending cause purchase intention through perception variables. We further address there is no relation between price image and quality image.