PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS

The schemes of the decision-making process of an individual when consuming various goods and services using the components of economic psychology have been considered. Relevant from the point of view of economic psychology characteristics of buyer behavior that have a direct impact on his attitude t...

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Autores principales:	I. L. Goncharov, O. A. Gorelova
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2020
Materias:	abc-analysis consumer behavior motives homo economikus model homo psychologicus model psychology price level pricing psychographic segmentation Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/cbd5a0d3fcfd40dba61503efa32b0a73
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spelling	oai:doaj.org-article:cbd5a0d3fcfd40dba61503efa32b0a732021-12-03T07:43:33ZPSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS1816-42772686-841510.26425/1816-4277-2020-8-110-116https://doaj.org/article/cbd5a0d3fcfd40dba61503efa32b0a732020-09-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2355https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The schemes of the decision-making process of an individual when consuming various goods and services using the components of economic psychology have been considered. Relevant from the point of view of economic psychology characteristics of buyer behavior that have a direct impact on his attitude to the price level of a product or service and on his reaction when the price changes for them have been presented and reviewed. The used “models” of consumer behavior of motivation, explaining not only the purchase by him of this product, but also his decision to have this product have been shown. Building models of purchase motivation allows manufacturers not only to explain consumer behavior, but also to influence it. Knowing all these nuances and skilful use of them, manufacturers have the opportunity significantly facilitate the pricing process for their goods and make a more accurate calculation of the “fair” price, which will not alienate the consumer. Two global approaches to segmentation of the consumer market have been considered, the use of which allows the manufacturer to assess the company’s competitiveness, assess the market size, and assess the customer’s commitment.I. L. GoncharovO. A. GorelovaPublishing House of the State University of Managementarticleabc-analysisconsumer behavior motiveshomo economikus modelhomo psychologicus modelpsychologyprice levelpricingpsychographic segmentationSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 8, Pp 110-116 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	abc-analysis consumer behavior motives homo economikus model homo psychologicus model psychology price level pricing psychographic segmentation Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	abc-analysis consumer behavior motives homo economikus model homo psychologicus model psychology price level pricing psychographic segmentation Sociology (General) HM401-1281 Economics as a science HB71-74 I. L. Goncharov O. A. Gorelova PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS
description	The schemes of the decision-making process of an individual when consuming various goods and services using the components of economic psychology have been considered. Relevant from the point of view of economic psychology characteristics of buyer behavior that have a direct impact on his attitude to the price level of a product or service and on his reaction when the price changes for them have been presented and reviewed. The used “models” of consumer behavior of motivation, explaining not only the purchase by him of this product, but also his decision to have this product have been shown. Building models of purchase motivation allows manufacturers not only to explain consumer behavior, but also to influence it. Knowing all these nuances and skilful use of them, manufacturers have the opportunity significantly facilitate the pricing process for their goods and make a more accurate calculation of the “fair” price, which will not alienate the consumer. Two global approaches to segmentation of the consumer market have been considered, the use of which allows the manufacturer to assess the company’s competitiveness, assess the market size, and assess the customer’s commitment.
format	article
author	I. L. Goncharov O. A. Gorelova
author_facet	I. L. Goncharov O. A. Gorelova
author_sort	I. L. Goncharov
title	PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS
title_short	PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS
title_full	PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS
title_fullStr	PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS
title_full_unstemmed	PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS
title_sort	psychology of consumer choice and its influence on pricing in market conditions
publisher	Publishing House of the State University of Management
publishDate	2020
url	https://doaj.org/article/cbd5a0d3fcfd40dba61503efa32b0a73
work_keys_str_mv	AT ilgoncharov psychologyofconsumerchoiceanditsinfluenceonpricinginmarketconditions AT oagorelova psychologyofconsumerchoiceanditsinfluenceonpricinginmarketconditions
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PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS

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