MOSCOW CONSUMERS’ PERCEPTION OF PRICE

Abstract

The article is devoted to the problem of consumers’ price perception, which is insufficiently developed in psychology. Emphasis is placed on the perception of price by the Muscovites who live in the vast metropolis and often perceive pricing as a state policy. The article shows that the influence of psychological factors on consumers’ activities is maximal in price perception. Among such factors are such effects as: the effect of the unique value of the product, the complexity of comparison; cost-sharing the purchase order; “price-quality” and ordinal effects.