Price perceptions and consumer shopping behavior: A case study of Albania.

AuthorMarietta Poshi
PositionKeiser University
Pages80-85
80
Vol. 3 No. 2
September, 2017
Balkan Journal of Interdisciplinary Research
IIPCCL Publishing, Graz-Austria
ISSN 2410-759X
Acces online at www.iipccl.org
Price perceptions and consumer shopping behavior: A case study of Albania
DrMarieaPoshi
Keiser University
Abstract
Albania is a unique place to study due to the dynamic of consumers but also the forces at
workoftradeEmergingfromacollaborativeeconomyduetocommunismintoanopentrade
market that it currently employs, consumers have had to adjust to the sudden increase in
pricesas wellas multiplesources ofgeing merchandisefrom whichprior to hadto
be done through government owned retail stores onlyThe general perception on pricing
wasthatconsumersboughtonlywhatwasnecessary tosurviveTodayconsumershavean
abundanceofproductsandservicestochoosefromThisqualitativecasestudyresearchedthe
consumerperceptionsonpricesandifpricesreectqualityFurthermoreitstudiedshopping
behavioramongconsumers whenmerchandisein onsaleparticipantsrespondedto the
online surveyThe study found that  of consumer will purchase something based on
perceivedqualityandwilldosobasedonpriceandsalespromotionAlbanianconsumer
dosee priceasa reectionofquality aswhenresponded yesresponded noand
 responded maybe And lastly Albanian consumers appreciate sale promotions and
believethey arenecessaryas of participantsindicated soonthe surveywhilesee
sale promotions as an opportunity for stores to get rid of inventory.
KeywordsConsumerperceptionPricesAlbaniaEconomy
Introduction
PriceisconsideredasoneofthemostimportantmarketplacecuesLichtensteinRidgway
NetemeyerThisis duetothemeredenitionofpricewhichis theamount
given up by a consumer in an exchange to acquire a good or service (Lamb, Hair, &
McDanielConsumersassociatethequalityofaproductorservicewiththeprice
being charged for it (Bojanic, 1996). Also, price elasticity indicates the market ability to
consumer responsiveness: hence making pricing an essential factor of the economy as
wellConsumerperceptionsofpricequalityandvalueareconsideredfundamentalin
determiningshoppingbehaviorsandproductselectionZeithaml
Pricesofwhat to chargefora product service aredetermined by variousfactors
fromorganizationsSomeorganizationsutilizemarkuppricingwhileotherstryand
takeadvantageofprotmaximizationstrategiesSomecompanieswillrelyonlower
pricesto aractcustomersespecially whenthey areenteringa newmarket while
otherswillpricehighinitiallytorecoupsomeoftheinvestmentcostsInadditionto
cost and demand, stages in the product life cycle also are great determinants of prices
LambHairMcDaniel
Price oen gets associated with value quality and even brand images Grewal
RoggeveenCompeauLevy Expensiveitemsareassumedto beofbeer
value and quality Beneke Flynn Greig  Mukaiwa The purpose of this
researchstudywastoseeifAlbanianconsumersassociatepriceswithqualityandthe
impact prices have on their shopping behaviors.

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