• editor.aipublications@gmail.com
  • Track Your Paper
  • Contact Us
  • ISSN: 2456-8678

International Journal Of Rural Development, Environment And Health Research(IJREH)

Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision

Bayad Jamal Ali , Govand Anwar


International Journal of Rural Development, Environment and Health Research(IJREH), Vol-5,Issue-2, March - April 2021, Pages 26-39, 10.22161/ijreh.5.2.4

Download | Downloads : 143 | Total View : 8873

Article Info: Received: 27 Jan 2021; Received in revised form: 09 Mar 2021; Accepted: 03 Apr 2021; Available online: 30 Apr 2021

Share

The current study aimed to examine pricing strategies as a determining factor in influencing consumer behaviour. The present research applied quantitative research method via adapting questionnaire from academic sources. The sample size for the current study is 162 which gathered via random sampling method.The results show that Penetration Pricing has significant positive influence on consumer behaviour at 5% level. The results show that Price Skimminghas significant positive influence on consumer behaviour at 5% level. The results show that marketing sharing sites has significant positive influence on consumer behaviour at 5% level. The results show that blog has significant positive influence on consumer behaviour at 5% level. The results show that Competitive Pricinghas significant positive influence on consumer behaviour at 5% level. Moreover, all beta value is higher than .001. All models have very high adjusted R2 indicating the ability of the models explaining the variation of consumer behaviour due to variation of independent variables is very high. The F-value shows that the explanatory variables are jointly statistically significant in the model and the Durbin-Watson (DW) statistics reveals that there is autocorrelation in the models.

Pricing strategies, marketing, consumer behaviour, Penetration Pricing, Psychological Pricing, Skimming pricing.

[1] Chen, S., Benedicktus, R., Kim, Y., & Shih, E. (2018). Teaching design thinking in marketing: Linking product design and marketing strategy in a product development class. Journal of Marketing Education, 40(3), 176-187.
[2] Srisangkaew, K. U. L. R. I. S. A. (2017). Advanced destination marketing strategy for Chanthaburi Province, Thailand. International Journal of Business and Economic Affairs, 2(1), 77-84.
[3] Caliskan, A. (2019). Applying the right relationship marketing strategy through big five personality traits. Journal of Relationship Marketing, 18(3), 196-215.
[4] Anwar, G., & Shukur, I. (2015). The Impact of Training and Development on Job Satisfaction: A Case Study of Private Banks in Erbil. International Journal of Social Sciences & Educational Studies, 2(1), 65.
[5] Gallardo, C., Rodríguez, S. P., Chango, I. E., Quevedo, W. X., Santana, J., Acosta, A. G., ... & Andaluz, V. H. (2018, June). Augmented Reality as a New Marketing Strategy. In International Conference on Augmented Reality, Virtual Reality and Computer Graphics (pp. 351-362). Springer, Cham.
[6] Anwar, G., & Shukur, I. (2015). Job satisfaction and employee turnover intention: A case study of private hospital in Erbil. International Journal of Social Sciences & Educational Studies, 2(1), 73.
[7] Ali, B. J. (2021). Assessing (The impact) of advertisement on customer decision making: Evidence from an educational institution. Ali, BJ (2021). Assessing (The impact) of advertisement on customer decision making: Evidence from an educational institution. Afak for Science Journal, 6(01), 267-280.
[8] Pan, Y., Torres, I. M., & Zúñiga, M. A. (2019). Social media communications and marketing strategy: A taxonomical review of potential explanatory approaches. Journal of Internet Commerce, 18(1), 73-90.
[9] Anwar, G., & Shukur, I. (2015). the impact of recruitment and selection on job satisfaction: Evidence from private school in Erbil. International Journal of Social Sciences & Educational Studies, 1(3), 4-13.
[10] Demir, A., Maroof, L., Khan, N. U. S., & Ali, B. J. (2020). The role of E-service quality in shaping online meeting platforms: a case study from higher education sector. Journal of Applied Research in Higher Education, 1-28
[11] Anwar, G., & Abd Zebari, B. (2015). The Relationship between Employee Engagement and Corporate Social Responsibility: A Case Study of Car Dealership in Erbil, Kurdistan. International Journal of Social Sciences & Educational Studies, 2(2), 45.
[12] Golyash, I., Panasiuk, V., & Sachenko, S. (2017). The performance audit of a corporate website as a tool for its internet marketing strategy. EUREKA: Social and Humanities, (5), 57-66.
[13] Anwar, G., & Surarchith, N. K. (2015). Factors Affecting Shoppers’ Behavior in Erbil, Kurdistan–Iraq. International Journal of Social Sciences & Educational Studies, 1(4), 10.
[14] Andavar, V., & Ali, B. (2020). Rainwater for Water Scarcity Management: An Experience of Woldia University (Ethiopia). ANDAVAR, V., ALI, BJ, & ALI, SA (2020). Rainwater for Water Scarcity Management: An Experience of Woldia University (Ethiopia). The Journal of Business Economics and Environmental Studies, 10(4), 29-34.
[15] Anwar, G., & Shukur, I. (2015). The Impact of Service Quality Dimensions on Students’ Satisfaction. International Journal of Social Sciences & Educational Studies, 76.
[16] Melović, B., Cirović, D., Backovic-Vulić, T., Dudić, B., & Gubinova, K. (2020). Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market—Relevance for Sustainable Agriculture Business Development. Foods, 9(11), 1552.
[17] Anwar, K. (2017). Analyzing The Conceptual Model Of Service Quality And Its Relationship With Guests’satisfaction: A Study Of Hotels In Erbil. The International Journal of Accounting and Business Society, 25(2), 1-16.
[18] Poulis, K. (2020). Punctuated epistemology in international marketing strategy: A Whiteheadian remedy. Marketing Theory, 20(3), 363-384.
[19] Ali, B. J. (2021). Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq. Journal of Consumer Affairs.
[20] Anwar, K. (2016). Comparison between cost leadership and differentiation strategy in agricultural businesses. Custos E Agronegocio on Line, 12(2), 212-231.
[21] Lee, H. S., & Griffith, D. A. (2019). The balancing of country-based interaction orientation and marketing strategy implementation adaptation/standardization for profit growth in multinational corporations. Journal of International Marketing, 27(2), 22-37.
[22] Abdullah, M. S., Toycan, M., & Anwar, K. (2017). The cost readiness of implementing e-learning. Custos E Agronegocio On Line, 13(2), 156-175.
[23] Anwar, K., & Balcioglu, H. (2016). The relationship between transformational leadership characteristics and effectiveness: A case study of construction companies in Erbil. International Journal of Science Technology and Management, 5(2), 250-256.
[24] Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The use of demographic and psychographic segmentation to creating marketing strategy of brand loyalty. Scientific annals of economics and business, 66(1), 65-84.
[25] Anwar, K. (2017). The Role of Effective Leadership in Crisis Management: Study of Private Companies in Kurdistan. Qalaai Zanist Scientific Journal, 2(4), 326-338.
[26] Ali, B. (2020). Impact of COVID-19 on Consumer Buying Behavior Toward Online Shopping in Iraq. Ali, BJ (2020). Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Economic Studies Journal, 18(42), 267-280.
[27] Hameed, A. A., & Anwar, K. (2018). Analyzing the Relationship between Intellectual Capital and Organizational Performance: A Study of Selected Private Banks in Kurdistan. International Journal of Social Sciences & Educational Studies, 4(4), 39.
[28] Anwar, K., & Ghafoor, C. (2017). Knowledge management and organizational performance: A study of private universities in Kurdistan. International Journal of Social Sciences & Educational Studies, 4(2), 53.
[29] Finoti, L., Didonet, S. R., Toaldo, A. M., & Martins, T. S. (2017). The role of the marketing strategy process in the innovativeness-performance relationship of SMEs. Marketing Intelligence & Planning.
[30] Anwar, K., & Climis, R. (2017). Analyzing The Relationship Between Types Of Advertisement And Customer Choice: A Study Of Retailer Stores In Erbil. The International Journal of Accounting and Business Society, 25(2), 43-52.
[31] Gnizy, I. (2019). The role of inter-firm dispersion of international marketing capabilities in marketing strategy and business outcomes. Journal of Business Research, 105, 214-226.
[32] Anwar, K. (2017). Factors Affecting Stock Exchange Investment In Kurdistan. The International Journal of Accounting and Business Society, 25(1), 32-37.
[33] Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: an analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279.
[34] Anwar, K., & Qadir, G. H. (2017). A Study of the Relationship between Work Engagement and Job Satisfaction in Private Companies in Kurdistan. International Journal of Advanced Engineering, Management and Science, 3(12), 239944.
[35] Alia, B. J. Consumer attitudes towards healthy and organic food in the Kurdistan region of Iraq. Journal of Growing Science, 1-8.
[36] Ali, B., & Anwar, G. (2021). The balanced scorecard's evolution as a strategic mechanism at banking sectors. International Journal of English Literature and Social Sciences, 6(1); 471-478 https://dx.doi.org/10.22161/ijels.61.63
[37] Shah, S. A., Azhar, S. M., & Bhutto, N. A. (2019). Halal marketing: a marketing strategy perspective. Journal of Islamic Marketing.
[38] Abdullah, N., & Anwar, G. (2021). An Empirical Analysis of Natural Gas as an Alternative Fuel for Internal Transportation. International Journal of English Literature and Social Sciences, 6(1) ; 479-485 https://dx.doi.org/10.22161/ijels.61.64
[39] Ali, B., & Anwar, G. (2021). The Effect of Marketing Culture Aspects of Healthcare Care on Marketing Creativity. International Journal of English Literature and Social Sciences, 6(2); 171-182 https://dx.doi.org/10.22161/ijels.62.25
[40] Mandal, P., & Joshi, N. (2017). Understanding digital marketing strategy. International journal of scientific research and management, 5(6).
[41] Abdullah, N., & Anwar, G. (2021). Inspiring future entrepreneurs: The effect of experiential learning on the entrepreneurial intention at higher education. International Journal of English Literature and Social Sciences, 6(2) ; 183-194 https://dx.doi.org/10.22161/ijels.62.26
[42] Micu, A., Micu, A. E., Geru, M., & Lixandroiu, R. C. (2017). Analyzing user sentiment in social media: Implications for online marketing strategy. Psychology & Marketing, 34(12), 1094-1100.
[43] Abdullah, N., & Anwar, G. (2021). The impact of Human resource management practice on Organizational performance. International journal of Engineering, Business and Management (IJEBM) 5(1) ; 35-47 https://dx.doi.org/10.22161/ijebm.5.1.4
[44] Ali, B & Anwar, G. (2021). Factors Influencing the Citizens’ Acceptance of Electronic Government. International journal of Engineering, Business and Management (IJEBM) 5(1) ; 48-60 https://dx.doi.org/10.22161/ijebm.5.1.5
[45] Goncharova, N. A., Solosichenko, T. Z., & Merzlyakova, N. V. (2019). Brand platform as an element of a company marketing strategy. International Journal of Supply Chain Management, 8(4), 815.
[46] Abdullah, N., & Anwar, G. (2021). Global Financial Outlook during the COVID-19 Pandemic: The role of effective leadership styles on Financial outlook. International journal of Engineering, Business and Management (IJEBM) 5(2) ; 8-20 https://dx.doi.org/10.22161/ijebm.5.2.2
[47] Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy. International Journal of Quality & Reliability Management.
[48] Ali, B & Anwar, G. (2021). An Empirical Study of Employees’ Motivation and its Influence Job Satisfaction. International journal of Engineering, Business and Management (IJEBM) 5(2) ; 21-30 : https://dx.doi.org/10.22161/ijebm.5.2.3
[49] Anwar, K. (2017). Leading Construction Project Teams: The Effectiveness of Transformational Leadership in Dynamic Work Environments in Kurdistan. International Journal of Advanced Engineering, Management and Science, 3(10), 239925.
[50] Samiee, S., & Chirapanda, S. (2019). International marketing strategy in emerging-market exporting firms. Journal of International Marketing, 27(1), 20-37.
[51] Anwar, K., & Louis, R. (2017). Factors Affecting Students’ Anxiety in Language Learning: A Study of Private Universities in Erbil, Kurdistan. International Journal of Social Sciences & Educational Studies, 4(3), 160.
[52] Ali, B., & Anwar, G. (2021). The balanced scorecard's evolution as a strategic mechanism at banking sectors. International Journal of English Literature and Social Sciences, 6(1); 471-478 https://dx.doi.org/10.22161/ijels.61.63
[53] Sanclemente-Téllez, J. C. (2017). Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy. Spanish journal of marketing-ESIC, 21, 4-25.
[54] Abdullah, N., & Anwar, G. (2021). An Empirical Analysis of Natural Gas as an Alternative Fuel for Internal Transportation. International Journal of English Literature and Social Sciences, 6(1) ; 479-485 https://dx.doi.org/10.22161/ijels.61.64
[55] Ali, B., & Anwar, G. (2021). The Effect of Marketing Culture Aspects of Healthcare Care on Marketing Creativity. International Journal of English Literature and Social Sciences, 6(2); 171-182 https://dx.doi.org/10.22161/ijels.62.25
[56] Abdullah, N., & Anwar, G. (2021). Inspiring future entrepreneurs: The effect of experiential learning on the entrepreneurial intention at higher education. International Journal of English Literature and Social Sciences, 6(2) ; 183-194 https://dx.doi.org/10.22161/ijels.62.26
[57] Chou, S. F., Horng, J. S., Liu, C. H. S., & Lin, J. Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of Retailing and Consumer Services, 55, 102113.
[58] Abdullah, N., & Anwar, G. (2021). The impact of Human resource management practice on Organizational performance. International journal of Engineering, Business and Management (IJEBM) 5(1) ; 35-47 https://dx.doi.org/10.22161/ijebm.5.1.4
[59] Amelia, S., Salamah, H., & Sofyan, M. (2019). Effect of Marketing Strategy and Service Quality Against the Decisions of Parents. Ilomata International Journal of Management, 1(1), 31-37.
[60] Ali, B & Anwar, G. (2021). Factors Influencing the Citizens’ Acceptance of Electronic Government. International journal of Engineering, Business and Management (IJEBM) 5(1) ; 48-60 https://dx.doi.org/10.22161/ijebm.5.1.5
[61] Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69, 62-73.
[62] Abdullah, N., & Anwar, G. (2021). Global Financial Outlook during the COVID-19 Pandemic: The role of effective leadership styles on Financial outlook. International journal of Engineering, Business and Management (IJEBM) 5(2) ; 8-20 https://dx.doi.org/10.22161/ijebm.5.2.2
[63] Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.
[64] Ali, B & Anwar, G. (2021). An Empirical Study of Employees’ Motivation and its Influence Job Satisfaction. International journal of Engineering, Business and Management (IJEBM) 5(2) ; 21-30 : https://dx.doi.org/10.22161/ijebm.5.2.3
[65] Katsikeas, C., Leonidou, L., & Zeriti, A. (2019). Revisiting international marketing strategy in a digital era: opportunities, challenges, and research directions. International Marketing Review.