The Psychological Techniques of Marketing Pricing and Their Impact on Consumer Behavior

Abstract

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