Role of Retail Price Strategy in Influencing Customer Purchase Intention

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Price sensitivity was consistently a matter of worry for retailers when planning pricing strategies. The expectant reaction towards changing price is high felt among the middleclass purchasers and impact more on their purchasing decisions in India. This research plans to decide, regardless of whether the estimating special technique for the key-esteem classification, acquires a huge change in the offer of key-esteem things or not. The examination is decisive and applied the quantitative method to approve the proposed speculation. An organized poll comprising 21 inquiries was utilized to gather information through an online review. The Snowball inspecting strategy was utilized to gather information from respondents, including youthful workers, homemakers, and entrepreneurs, and gathered reactions towards the incessant value limits offered by driving hypermarkets chains and general stores in the country. The straight relapse is directed utilizing SPSS programming. Discoveries of the exploration presumed that as the Indian center section is exceptionally evaluated touchy, henceforth tremendous value limits impel brand agitating among them and even impact the pre-purchasing choice for procurement. The significant limitations of the examination were that it centered uniquely around contemplating the effect of cost special proposals on deals which is exceptionally relevant and restricted to item classes, wherein there are different factors additionally which can altogether affect deals. We have decided the effect of one develop over another under the shadow of key-esteem classifications, while further exploration can check the effect separately or on different classifications too. The exploration is absolutely experimental and directed interestingly by the analyst to imply the significance of value advancement procedure in consonance to deals. The newly gathered essential information utilized for approval.




Saritha, Dr. P., Kumar, K. S., & Mazeed*, S. A. (2021). Role of Retail Price Strategy in Influencing Customer Purchase Intention. International Journal of Management and Humanities, 5(9), 44–49.

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