Análisis de la psicología del precio y su aplicación en el marketing
This article seeks to illustrate the importance of psychology in the price and its application considering that the price is one of the determining variable when the buyer decides to enforce the purchase of a good or service. Item analysis was based on the study of price as a factor for business and...
- Autores:
-
Meza Alemán, Humberto
- Tipo de recurso:
- Fecha de publicación:
- 2015
- Institución:
- Universidad de San Buenaventura
- Repositorio:
- Repositorio USB
- Idioma:
- spa
- OAI Identifier:
- oai:bibliotecadigital.usb.edu.co:10819/4401
- Acceso en línea:
- http://hdl.handle.net/10819/4401
- Palabra clave:
- Compra
Marketing
Consumidor
Precio
Psicología
Consumer
Marketing
Price
Psychology
Purchase
Tesis - administración de negocios
Artículo de reflexión para grado
Psicología del precio
Fijación de precios en los negocios
Consumidores
Estrategias empresariales
- Rights
- License
- Atribución-NoComercial-SinDerivadas 2.5 Colombia
| Summary: | This article seeks to illustrate the importance of psychology in the price and its application considering that the price is one of the determining variable when the buyer decides to enforce the purchase of a good or service. Item analysis was based on the study of price as a factor for business and stay in the market, through a literature review of articles, journals, books etc. For which it was observed that most buyers judge the comparably priced, ie, the reference price affect their judgment generating concepts of acceptance or rejection at the time of purchase, this process is influenced by competition and methods to set prices in each industrial sector, but is the consumer that in the end the most important and influential in defining the parameters and basis for pricing factor. |
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