การกระตุ้นความตั้งใจซื้อสินค้าแบรนด์เนมโดยใช้กลยุทธ์การตั้งราคาต่ำกว่าจำนวนเต็ม

Abstract

This study aims to investigate the impact of price perception, quality perception, brand image perception and value perception of brand-name products with just-below pricing strategy on customer intention to buy. The questionnaire was used as a tool to collect the data. Three hundred and fifty-six samples were collected through (i) convenience sampling and (ii) purposive sampling from Hat Yai District, Songkhla Province. In the questionnaire, the researcher used a smartphone as a brand- name product, the price levels used in this study were divided into 3 levels: (i) price ending in 99; (ii) price ending in 90; and (iii) price ending in 00. Data analyses were statistically calculated using frequency, percentage, mean, standard deviation, Paired sample T-Test, Single Regression Coefficients and Multiple Regression Coefficients. The finding show that, in term of the differences in perceptual differentiation from different price ending patterns found that (i) price perception, (ii) brand image perception and (iii) value perception of 99-ending has the least average value and significantly difference from 90-ending and 00-ending. The customers' intention to buy of 00-ending has the lowest mean and significantly difference from 90-ending and 99-ending. However, the quality perception did not significantly difference at any price levels used. In term of the impact on intentions to buy from price perception with different price ending. The finding showed that the price perception of the three price levels influenced the customers' intention to buy. The 90-ending price showed the highest effect on the customers' intention to buy, followed by the 99-ending and the 00-ending, respectively. In term of perceptual variables affecting customers' intention to buy analysis when analyzing 4 variables together without cutting out variable. It was found that the price ending with 90 and with 00 had three variables that affected the customers' intentions to buy, including (i) price perception, (ii) quality perception and (ii) value perception. According to the 99-ending, there were only two variables (quality perception and value perception) affecting the customers' intentions to buy. However, the brand image perception did not affect customers' intention to buy at any price levels used. Therefore, the results of this research could be used to stimulate customers' intention to buy as a basis for pricing brand-name products. This is also useful for operators or those who are involved with pricing. The price that is right for the price of a brand-name product is the price that ending with 90. This price can stimulate customers' intention to buy no different with the price ending with 99, but the 90-ending has a positive impact to perceive quality, perceived brand image and perceived value more than 99-ending.