Published on: May 2026
A STUDY ON THE IMPACT OF PRICING STRATEGIES ON CONSUMER BUYING BEHAVIOUR
Rudra Pratap Das
Dr. Shivani Guru
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Abstract
Pricing occupies a uniquely strategic position in the marketing mix — it is the only element that directly generates revenue, while simultaneously communicating product value and brand positioning to consumers. In an era marked by intensifying market competition, rapid digital adoption, and increasingly sophisticated buyers, understanding how pricing strategies influence consumer buying behaviour has become indispensable for businesses seeking sustainable competitive advantage.
The primary objective of this study is to examine the impact of various pricing strategies — including discount pricing, psychological pricing, premium pricing, bundle pricing, and penetration pricing — on the purchase decisions of urban consumers in India. Specifically, the research investigates consumer sensitivity to price changes, the role of festive offers and discount promotions in stimulating impulsive purchases, the quality perception associated with premium pricing, and the extent to which price influences brand loyalty and brand switching.
How to Cite this Paper
Das, R. P. (2026). A Study on the Impact of Pricing Strategies on Consumer Buying Behaviour. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.122
Das, Rudra. "A Study on the Impact of Pricing Strategies on Consumer Buying Behaviour." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.122.
Das, Rudra. "A Study on the Impact of Pricing Strategies on Consumer Buying Behaviour." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.122.
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- •Published on: May 06 2026
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