Sense of price fairness and purchase intentions of non
Abstract: Marketing Price is a very important decision in the composition of factors. Consumer psychology and consumer behavior affect the important factor is the price consumers sense of fairness. When an enterprise needs to adjust price increase may make consumers feel the price is not fair. In order to prevent prices unfair to feel the negative impact on consumer behavior, companies often make use of some non-price factors, to reduce and eliminate the price consumers sense of unfairness. The study results show that reputation, information, and profits attributable to non-price factors, consumer prices sense of fairness.
Keywords: Corporate Reputation profit attributable to price information sense of fairness
One, reputation and sense of fair consumer prices. From a consumer point of view, affect the reputation of many factors, the author summarizes the main factors affect the reputation of the following four aspects: (1) the quality of products and services. The quality of products and services affect the reputation of the most important factor, only the excellent quality of products and services of enterprises, be possible to have a high reputation. Enterprises to provide consumers with products and service is the primary means for value creation, corporate product and service quality is good or bad will have a huge impact corporate reputation. (2) Staff. Quality of the staff of the company's reputation also has a great impact on employees pay no attention to individual behavior will damage corporate reputation. Especially in the services, staff quality is more prominent role, corporate employees need directly to consumers, the overall quality of their personal direct impact on corporate reputation. (3) reputation. Reputation is an expression of capacity, is able to fulfill its corporate commitment to an identity degree. Corporate reputation is closely related to its ability to honor its promise. Directly affect the credibility of corporate trustworthiness, influence whether consumers believe that companies publish information of authenticity. (4) social responsibility. Beyond corporate social responsibility is the organization of its economic and Technology Interests, the burden of social activities outside of the contribution to society. Good corporate reputation can enhance consumer trust in business, consumers and businesses to strengthen links between the psychological and reduce transaction risks and uncertainties. In today's enterprise reputation even more than the stock market performance, profitability, investment returns are more important measure of corporate reputation has become a standard business success. 34th Annual Meeting of the World Economic Forum on the part of the questionnaire submitted by the representatives analysis found that, in a variety of options, "reputation" of the selection rate is second only to "product and service quality", 92% of respondents people think that corporate reputation is extremely important to the development of enterprises. Enterprises with good reputation help consumers make a good assessment of the enterprise, while the poor reputation of the enterprise will lead to consumer mistrust. Campbell (1999) experimentally studied the prices of consumer price increases business sense of fairness. Research shows that companies raise prices when consumers know the motivation is negative when the price increases will make consumers feel very unfair; consumers know when companies raise prices when the motive is positive, despite the higher prices the same range, consumers will feel fair. Campbell pointed out that the company's reputation has helped increase consumer prices sense of fairness and good reputation not only increase customer loyalty and increase the sense of a fair price for consumers. Therefore, the price of corporate reputation on consumers sense of fairness will have a significant impact, good corporate reputation has helped increase consumer price fairness, and reputation for poor consumers, enterprises will reduce the price of sense of fairness.
Second, information and consumer price Fairness. Consumer perception of fairness is that consumers feel is a fair deal. The late sixties, early seventies, the field of psychology of "perception revolution", scholars believe that equity can be to describe the four dimensions, Jason.A.Colquitt (2001) that the fairness of the following four-dimensional Degree: distributive justice, procedural justice, fairness and information exchange equity. Information on the concept of fairness by Greenberg (1990) first proposed, is the manager pass the information to staff, to explain why to a certain allocation procedures and why such a distribution will produce results. Later, Greenberg (1993) has revised its definition of the fairness of information, that information is fair to use the full enterprise management of information, to explain their decision-making staff thinking and decision-making results.
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