<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This paper is devoted to the cognitive biases of decoy pricing, which has become the subject of interest of retail companies in recent years. The paper analyses the principles of the decoy effect with regard to consumer behaviour in the Czech Republic (which represents customers of the Eastern Europe). The analytical part of the paper focuses on examination of often irrational consumer decision-making process, with respect to age, gender, product group, and other factors. A combination of questionnaire survey (N=200) and interviews (N=32) was used. The results indicate a significant influence of the generation the consumer belongs to, further differences in decision-making according to gender, as well as differences in effects in various product categories. The findings may be utilised by companies considering the use of decoy pricing strategies in the Czech market.</p>
</abstract>

This paper is devoted to the cognitive biases of decoy pricing, which has become the subject of interest of retail companies in recent years. The paper analyses the principles of the decoy effect with regard to consumer behaviour in the Czech Republic (which represents customers of the Eastern Europe). The analytical part of the paper focuses on examination of often irrational consumer decision-making process, with respect to age, gender, product group, and other factors. A combination of questionnaire survey (N=200) and interviews (N=32) was used. The results indicate a significant influence of the generation the consumer belongs to, further differences in decision-making according to gender, as well as differences in effects in various product categories. The findings may be utilised by companies considering the use of decoy pricing strategies in the Czech market.

How Does Decoy Pricing Affect Purchasing Decisions?

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"How Does Decoy Pricing Affect Purchasing Decisions?"}

This paper is devoted to the cognitive biases of decoy pricing, which has become the subject of interest of retail companies in recent years. The paper...

How Does Decoy Pricing Affect Purchasing Decisions?

Online veröffentlicht: 11. Jan. 2024

Seitenbereich: 176 - 197

DOI: https://doi.org/10.2478/sbe-2023-0053

Schlüsselwörter
Decoy pricing, purchase decision, cognitive bias, pricing

© 2023 Lea Kubíčková et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

How Does Decoy Pricing Affect Purchasing Decisions?

Online veröffentlicht: 11. Jan. 2024

Seitenbereich: 176 - 197

DOI: https://doi.org/10.2478/sbe-2023-0053

SchlüsselwörterDecoy pricing, purchase decision, cognitive bias, pricing

© 2023 Lea Kubíčková et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Schlüsselwörter
Decoy pricing, purchase decision, cognitive bias, pricing