Published Paper Details:

The study of Consumer buying behavior is very challenging task. Consumer consider various factors when making purchase decisions. If a Company wants to survive, it should be able to compete well on different factors and the most important one is Price. The main purpose of this research is to measure the impact of pricing strategies on consumers� psychology and on their buying behavior accordingly. For the study, a questionnaire has been designed, distributed and filled by the different sections of the society varying in age, lifestyles, occupations, sex, etc. in India. 50 responses were received from participants and the details were recorded on Google Form. The main objective of the research is to study the variations in the consumer behavior as the price varies. It is to analyze how the price plays the vital role in purchasing a particular item(s). The price of the product is divided into three dimensions: fair price, fixed price, and relative price. Thus, the finding shows there�s a positive relationship between the prices and the consumer buying behavior. Also, there�s no large statistically significant difference between the responses of the Individuals. Consumer has developed a consumer buying psychology that investing large prices on certain items won�t change anything.