BUSINESS INFORM №5-2018

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Section: Management and Marketing
UDC 658.8
Prytychenko T. I., Liakh I. S.
The Psychological Techniques of Marketing Pricing and Their Impact on Consumer Behavior (p. 522 - 528)
The article is aimed at the theoretical substantiating and developing recommendations on the use of psychological techniques of pricing on the basis of a research on their influence on consumer behavior. The psychological techniques of marketing pricing are considered: the concept and the place in marketing activity are clarified. A classification of the psychological techniques of pricing depending on psychological influence (formal, meaningful) is presented. A check of psychological techniques in practice, in the current conditions of activity of domestic economic entities, is carried out. A clustering of respondents by perception of psychological techniques of price fixing is presented. The results of clustering show that consumers have a different attitude to the psychological techniques of pricing. This allows choosing of the most attractive techniques, depending on the socio-demographic characteristics of consumers.
Keywords: pricing, psychological techniques, consumer behavior.
Tabl.: 2. Bibl.: 11.

Prytychenko Tamara I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Liakh Inna S. – Candidate of Sciences (Economics), Lecturer, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Prytychenko, Tamara I., and Liakh, Inna S. (2018) “The Psychological Techniques of Marketing Pricing and Their Impact on Consumer Behavior.” Business Inform 5:522–528.

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