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Generational Perceptions Of Price Ending Strategies: The Case Of Mersin City

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  • A. Celil Cakici

    (Mersin University, Turkey)

  • Alaiddin Kosar

    (Mersin University, Turkey)

  • Lina Ozturk

    (Mersin University, Turkey)

Abstract

Companies can use different pricing strategies to accelerate demand. Pricing strategies not only provide information to consumers but also profoundly affect their perceptions of products and services. Price ending strategies, for example, use prices that have a psychological impact. This study sought to identify and compare different generations’ perceptions of price ending strategies using data collected via a questionnaire based on the relevant literature. The population comprised people over 18 who live in Mersin, Turkey. Quota sampling was applied so that 100 respondents were chosen from each generation (i.e., Baby Boomers and Generations X, Y, and Z) and 200 people from each gender. The questionnaires were conducted face-to-face between April 15 and May 15, 2016. The data were analyzed using analysis of variance and correspondence analysis, as well as descriptive statistics. The results reveal that consumers’ perceptions of quality, discount, and image evoked by prices differ significantly by generation. The findings suggest that retail managers need to pay attention to the generational composition of their target market when using pricing strategies.

Suggested Citation

  • A. Celil Cakici & Alaiddin Kosar & Lina Ozturk, 2017. "Generational Perceptions Of Price Ending Strategies: The Case Of Mersin City," Eurasian Journal of Business and Management, Eurasian Publications, vol. 5(3), pages 82-92.
    • Handle: RePEc:ejn:ejbmjr:v:5:y:2017:i:3:p:82-92
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    References listed on IDEAS

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    1. Mark Stiving, 2000. "Price-Endings When Prices Signal Quality," Management Science, INFORMS, vol. 46(12), pages 1617-1629, December.
    2. Gaston-Breton, Charlotte, 2011. "Consumer Preferences for 99-ending prices: the mediating role of price consciousness," DEE - Working Papers. Business Economics. WB wb110503, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
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