Consumers Perceptions About Fairness And Unfairness Prices

Buyers, when taking purchasing decisions are influenced by the perception they have on a product, offers, motivation (what urges them to buy a product) quality, price or impulse to buy items that they find attractive. There are many situations when the consumer doesn’t know the real price because the companies set them arbitrarily or with the purpose of increasing their profits. So price fairness perception is a comparative process. It has an individual component because people might evaluate a price, by comparing it with: a price paid by them in another buying occasion, a price set by another store, or with the costs estimated by them for the product. It also has a social component, in that the price might be compared with a price paid by another person (Xia, Monroe, and Cox, 2004). The article aims to study the perception of price fairness and unfairness in some given situations. The goal of the present research is to observe various factors that influence the consumer perceptions of price fairness.