DOI: 10.12688/f1000research.177273.1 ISSN: 2046-1402

The Role of Psychological Pricing Strategy in Customer Purchasing Behavior

Sawsan Ibrahim Rajab, Mohammed Sutwan Amhammed
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This study aimed to clarify the role of psychological pricing strategies, specifically the strategies of partial pricing, price increments, price line size, and price line color, in guiding the purchasing behavior of customers of Al-Salam chain stores in Kirkuk Governorate, as represented by its combined dimensions (cognitive response, emotional response, and purchase). The research problem stemmed from the lack of awareness among the management of Al-Salam chain stores in Kirkuk Governorate regarding the impact of these strategies on consumer purchasing behavior. Psychological pricing is supposed to be a tool for maximizing sales and acquiring the largest possible number of customers. Therefore, to achieve the objective and address the research problem, two main hypotheses were adopted, seeking to determine the role of psychological pricing strategies, represented by their dimensions (partial pricing, price increments, price line size, and price line color), in guiding consumer purchasing behavior. To collect and analyze data, a questionnaire was designed in accordance with the study’s objective and distributed to 400 customers of Al-Salam chain stores in Kirkuk Governorate. Of these, (288) questionnaires were valid for statistical analysis, and their data formed the basis for reaching a set of results, which proved the existence of a strong correlation and influence of psychological pricing at the micro level, represented by (sub-prices, price period, price line size, and price line color), and at the macro level in directing the customer’s purchasing behavior with its aggregated dimensions, represented by (cognitive response, emotional response, and purchase).

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