Cenovna (ne)pravičnost

dejavniki in njene posledice

Domen Malc (Author), Damijan Mumel (Mentor), Aleksandra Pisnik Korda (Co-mentor)

Abstract

Z našo nalogo smo se osredotočili na koncept cenovne pravičnosti, dejavnike, ki vplivajo na oblikovanje zaznav cenovne pravičnosti in njene posledice. V teoretičnem uvodu smo opredelili področje vedenja odjemalcev, proces vrednotenja in njegovo vlogo na področju vedenja odjemalcev. Natančneje smo predstavili koncept cene in nekaj osnovnih izsledkov psihološkega raziskovanja, osredotočenega na zaznavanje cen. V drugem delu smo podrobneje obravnavali opredelitev koncepta cenovne pravičnosti. S pregledom štirih temeljnih teorij cenovne pravičnosti - teorije koristnosti transakcij teorije izgledov, teorije enakovrednosti in teorije postopkovne pravičnosti - smo oblikovali podlago za razpravo o različnih dejavnikih, ki vplivajo na zaznave cenovne pravičnosti. Po zaključku teoretičnega pregleda smo pregledali posledice zaznav cenovne pravičnosti na odnos med odjemalcem in ponudnikom. Na podlagi teoretičnih izhodišč smo izvedli našo raziskavo. Ugotovili smo, da: - med posameznimi dejavniki ni statistično pomembnih razlik pri vplivu na zaznave cenovne pravičnosti; - je zaznana cenovna (ne)pravičnost pomembno povezana z intenzivnostjo odziva odjemalcev; - med ženskami in moškimi ni pomembnih razlik v zaznavanju cenovne pravičnosti; - med oceno povprečnega družinskega prihodka in ocenami cenovne pravičnosti obstaja pomembna linearna povezava.

Keywords

psihologija potrošnika;vedenje potošnikov;cenovna politika;magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.09 - Master's Thesis
Organization:	UM FF - Faculty of Arts
Publisher:	[D. Malc]
UDC:	159.9:366(043.2)
COBISS:	20170504
Views:	1772
Downloads:	339
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	PRICE (UN)FAIRNESS: FACTORS AND CONSEQUENCES
Secondary abstract:	Our work focuses on the concept of price fairness, factors that contriubte to perceptionsof price fairness and its consequences. In the theoretical introduction we define the field of consumer behaviour, the evaluation process and its role in the academic field of consumer behaviour, followed by a closer look at the concept of price and a short review of basic findings in the field of psychology of price perception. Second part provides a detailed look into the concept of price fairness and its definition. We present four major price fairness theories - transaction utility theory, prospect theory, equity theory and procedural justice theory. These four theories help us form the basis for the discussion of different factors that influence the price fairness perceptions. while dedicating the last part of the theoretical introduction to the review of consequences of price fairness perceptions influencing the consumer-seller relationship. On the theoretical grounds we caried out our research. The results of the research are presented in the empirical part of this thesis. We found out, that: - there is no significant difference in influence on price fairness perceptions of different factors; - price (un)fairness perceptions significantly correlate with the intensity of consumers' reactions; - women and men do not differ significantly in price fairness perceptions; - average domestic income correlates linearly with price fairness perceptions.
Secondary keywords:	psychology consumer;consumer behaviour;price policy;master theses;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Filozofska fak., Oddelek za psihologijo
Pages:	X, 71 f.
ID:	8727592