Examinando por Materia "Precios terminados en nueve"
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Publicación Precios psicológicos : ¿mito o realidad? : el impacto de los precios terminados en nueve en las actitudes de compra(Universidad EAFIT, 2021) Tabares Chaverra, Felipe Andrés; Ortega Álvarez, Ana MaríaPrice is the variable through which the brand's value proposition is monetized and, therefore, it is the driver that guarantees the sustainability and profitability of companies. However, it is the least understood and studied by those who are responsible for it in Colombia. Among the different psychological pricing tactics that exist, nine-ending price are the ones with the highest penetration in the market, being the object of study in different parts of the world, however, their results are not entirely conclusive, that is why carried out the following research, with the aim of validating the impact of nine-ending price on the purchasing attitudes of Colombian consumers, finding that said tactic influences purchasing attitudes, but to a different extent, depending on the category and the brand