出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：The article is aimed at the theoretical substantiating and developing recommendations on the use of psychological techniques of pricing on the basis of a research on their influence on consumer behavior. The psychological techniques of marketing pricing are considered: the concept and the place in marketing activity are clarified. A classification of the psychological techniques of pricing depending on psychological influence (formal,meaningful) is presented. A check of psychological techniques in practice,in the current conditions of activity of domestic economic entities,is carried out. A clustering of respondents by perception of psychological techniques of price fixing is presented. The results of clustering show that consumers have a different attitude to the psychological techniques of pricing. This allows choosing of the most attractive techniques,depending on the socio-demographic characteristics of consumers.
其他摘要：Мета даної статті полягає в теоретичному обґрунтуванні та розробці рекомендацій щодо використання психологічних прийомів ціноутворення на основі дослідження їх впливу на поведінку споживачів. Розглянуто психологічні прийоми маркетингового ціноутворення: у
