Providing a Price Perception Framework for Different Consumers of Iranian Ethnicity

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NAZARI MOHSEN; Isavi Hero

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Journal Paper

Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:2 Page(s): 105-133

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Information Journal Paper

Title

Providing a Price Perception Framework for Different Consumers of Iranian Ethnicity

Author(s)

NAZARI MOHSEN | Isavi Hero | Issue Writer Certificate

Keywords

Price perception

Quality

Price

Quality-price scheme

Value consciousness

Culture

Abstract

Customers make decisions based on their perception of Price, product features, and other elements of the marketing mix. So what matters to marketing decision makers in organizations is customers' perceptions of the elements of the marketing mix, including offered Prices, not their reality. The present study seeks to explain the process of Price perception/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Price perception and examine the variables affecting Price perception/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Price perception among Iranian ethnic groups based on the Liechtenstein model. The present study is in the field of developmental research in terms of purpose. In terms of the nature of the data and the style of analysis is qualitative research group and based on the method of data collection from the participants. The research method is analytical-descriptive and the research data is analyzed by content analysis method. First, a systematic review of the research literature was performed. Data were then collected through interviews with three ethnic groups, Kurds, Turks and Persians. The collected data were analyzed using Maxqda software and then the conceptual model of this research was obtained and the difference in Price perception/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Price perception in the samples was determined. The research environment is Kurdish, Persian and Turkish. The obtained results indicate that the perception of consumers of 3 ethnic groups is different from the Price and the reason for this difference is the effect of Culture on their Price perception/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Price perception. From the study of these 3 Iranian ethnic groups, 14 concepts and at a higher level 6 issues were identified as factors of Price perception/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Price perception. These topics include: economic factors, marketing factors, buyer characteristics, social factors, situational factors and services. 80 codes were identified, of which 42 new codes were created and 38 codes were in the research literature. Of the 80 codes extracted from the interviews, the Persian people participated in the creation of 64 codes and did not participate in the creation of 16 codes. The Kurdish people created 53 codes and were not involved in creating the remaining 27 codes. The Turkish people created 67 codes and the remaining 13 codes are not among the extracted codes of the Turkish people. Of the 80 codes obtained, 44 are in all 3 ethnic groups, but the remaining 36 are not in some ethnic groups. Also, some codes are more important to one people than others.

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APA: Copy

NAZARI, MOHSEN, & Isavi, Hero. (2020). Providing a Price Perception Framework for Different Consumers of Iranian Ethnicity. CONSUMER BEHAVIOR STUDIES, 7(2 ), 105-133. SID. https://sid.ir/paper/963284/en

Vancouver: Copy

NAZARI MOHSEN, Isavi Hero. Providing a Price Perception Framework for Different Consumers of Iranian Ethnicity. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(2 ):105-133. Available from: https://sid.ir/paper/963284/en

IEEE: Copy

MOHSEN NAZARI, and Hero Isavi, “Providing a Price Perception Framework for Different Consumers of Iranian Ethnicity,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 2 , pp. 105–133, 2020, [Online]. Available: https://sid.ir/paper/963284/en

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