International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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THE EFFECT OF DRIP PRICING PRACTICE ON CONSUMER DECISION MAKING
2 Author(s): MISS ISHPREET VIRDI , MISS DIVYA GILL
Vol - 5, Issue- 6 , Page(s) : 6 - 9 (2014 ) DOI : https://doi.org/10.32804/CASIRJ
The pricing practices discussed in this paper are highly prevalent in today’s society. Humans do not have the capacity to recognise and evaluate all the available information in today’s complex environment. Hence, people use mental short cuts known as heuristics to deal with such situations. Importantly, heuristics leave people exposed to external influences, including pricing cues. The literature on pricing practices suggests that pricing cues provided by retailers can affect consumer behaviour and value perceptions. This paper will discuss various pricing practices and their impact on consumer behaviour.