Price perceptions and consumer shopping behavior: A case study of Albania.
Author | Marietta Poshi |
Position | Keiser University |
Pages | 80-85 |
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
DrMarieaPoshi
Keiser University
Abstract
Albania is a unique place to study due to the dynamic of consumers but also the forces at
workoftradeEmergingfromacollaborativeeconomyduetocommunismintoanopentrade
market that it currently employs, consumers have had to adjust to the sudden increase in
pricesas wellas multiplesources ofgeing merchandisefrom whichprior to hadto
be done through government owned retail stores onlyThe general perception on pricing
wasthatconsumersboughtonlywhatwasnecessary tosurviveTodayconsumershavean
abundanceofproductsandservicestochoosefromThisqualitativecasestudyresearchedthe
consumerperceptionsonpricesandifpricesreectqualityFurthermoreitstudiedshopping
behavioramongconsumers whenmerchandisein onsaleparticipantsrespondedto the
online surveyThe study found that of consumer will purchase something based on
perceivedqualityandwilldosobasedonpriceandsalespromotionAlbanianconsumer
dosee priceasa reectionofquality aswhenresponded yesresponded noand
responded maybe And lastly Albanian consumers appreciate sale promotions and
believethey arenecessaryas of participantsindicated soonthe surveywhilesee
sale promotions as an opportunity for stores to get rid of inventory.
KeywordsConsumerperceptionPricesAlbaniaEconomy
Introduction
PriceisconsideredasoneofthemostimportantmarketplacecuesLichtensteinRidgway
NetemeyerThisis duetothemeredenitionofpricewhichis theamount
given up by a consumer in an exchange to acquire a good or service (Lamb, Hair, &
McDanielConsumersassociatethequalityofaproductorservicewiththeprice
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
wellConsumerperceptionsofpricequalityandvalueareconsideredfundamentalin
determiningshoppingbehaviorsandproductselectionZeithaml
Pricesofwhat to chargefora product service aredetermined by variousfactors
fromorganizationsSomeorganizationsutilizemarkuppricingwhileotherstryand
takeadvantageofprotmaximizationstrategiesSomecompanieswillrelyonlower
pricesto aractcustomersespecially whenthey areenteringa newmarket while
otherswillpricehighinitiallytorecoupsomeoftheinvestmentcostsInadditionto
cost and demand, stages in the product life cycle also are great determinants of prices
LambHairMcDaniel
Price oen gets associated with value quality and even brand images Grewal
RoggeveenCompeauLevy Expensiveitemsareassumedto beofbeer
value and quality Beneke Flynn Greig Mukaiwa The purpose of this
researchstudywastoseeifAlbanianconsumersassociatepriceswithqualityandthe
impact prices have on their shopping behaviors.
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