Examining the impact of price sensitivity on customers purchase intention with mediating effect of price-level perception

Document Type : Scientific research

Authors
sahar hosseinikhah choshaly 1
Keyvan Esmaeili 2
1 Assistant Professor, Department of Management, Islamic Azad University, Lahijan Branch, Lahijan, Iran
2 Master's degree, Islamic Azad University, Lahijan Branch, Lahijan, Iran
Abstract
The purpose of this research is to investigate the effect of price sensitivity on customers' purchase intention through the mediation of price level perception. The statistical community of customers of Janbo store in Lahijan city, which includes five Janbo stores. The sample size was obtained from Cochran's formula according to the unlimited statistical population, thus 384 sample people were determined. In order to check the components, the standard questionnaire of Kakisi, which contains 17 questions and includes scales of price sensitivity, perceived cheapness, perceived expensiveness, and purchase intention, was used. In order to check the face validity in the initial test phase, to ensure the comprehensibility of the questions, the questionnaire was distributed among 30 participants in the initial test phase, to ensure that the items of the questionnaire are completely understandable for the respondents. . The method of data analysis is through descriptive and inferential statistics with SPSS version 22 and Smart PLS version 3 software. The results showed price sensitivity on purchase intention, price sensitivity-perceived cheapness, price sensitivity on perceived expensiveness, perceived cheapness on purchase intention, price-cheapness sensitivity on purchase intention, and price sensitivity-perceived expensiveness on purchase intention. Yes, but the perceived price does not affect the purchase intention.
Keywords
Price Sensitivity
Customer Purchase Intention
Price Level Perception
Janbo Store

Subjects

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  • Receive Date 18 April 2024
  • Revise Date 16 May 2024
  • Accept Date 13 June 2024