Management of prices based on consumer perception of prize

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Management of prices based on consumer perception of prize

Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2016, Vol 17, Issue 3

Abstract

The article describes the author’s approach to prices management based on consumer perception of prize. The objects of this article are: to present the results of research of consumers perception a) of prize and b) the total value of tourist products, considering the different segments features, as well as to prove the determination feasibility and the price effects consideration in the tourist products pricing management. Based on a questionary using representative sample population were proved: the perception of prize from the purchase of tourist product depends on the share of prices in the consumer’s income; different perceptions of the tourist product characteristics by the segments leads to different price effects; even within one segment higher price subsegments are more responsive to nonprice points of differentiation (kind, type and qualitative characteristics of tourist product); kind of price effects depends on understanding the characteristics of a tourist product, and therefore the type and quality of information about it, which significantly increases the role of communication points of tourist product differentiation. The properly designed map of the prize distribution to different segments of customers can become the basis for shaping the structure of the tourist product quality considering the subject components of price effects was justified.

Authors and Affiliations

Ludmiła Szulgina

Keywords

EP ID EP188384
DOI -
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