THE IMPACT OF PSYCHOLOGICAL PRICING ON CONSUMER PURCHASE DECISION AT HYPERMART MANADO

Abstract

Psychological pricing is very much a customer based pricing method, relying as it does on the consumer‘s emotive responses, subjective assessments and feelings towards specific purchases. That is why psychological pricing is an important thing in order to impact consumer purchase decision. This study expect to give useful information regarding psychological pricing so that, marketer can increase or even innovate their strategies in pricing. To achieve this objectives the researcher got information from 20 informants using qualitative study which is in-depth interview. Meanwhile, in-depth interview is used to collect the data among the respondent which are Manado citizen as the customers of Hypermart Manado. The result showed that bundle, discount, and promotion pricing can impact consumer purchase decision in Hypermart Manado. The result can defined as positive result since almost all psychological pricing strategies applied in Hypermart Manado can impact the consumer purchase decision even though bundle and promotion pricing can only give small impact. In other side, there is one psychological pricing which cannot make any impact to consumer purchase decision which is charm pricing. It is because the consumer doesn’t feel any benefit from this psychological pricing.

Keywords: psychological pricing, consumer purchase decision.