Analysis of Psychological Pricing Strategies and Their Impact on Consumer Purchasing Behavior in Chain Grocery Stores of Asaluyeh

Subject Areas :

Yousef Mohammadzadeh ¹ , Ahmad Askari ²

1 - Master’s Student of Business Administration, Islamic Azad University, Lamerd Branch, Lamerd, Iran
2 - Department of Business Administration, Lamerd Branch, Islamic Azad University, Lamerd, Iran

Received: 2025-09-13 Accepted : 2025-09-21 Published : 2025-12-10

Keywords: Psychological pricing, Consumer purchasing behavior, Flavor-based pricing, Odd-ending pricing, Chain stores, Asaluyeh,

Abstract :

Introduction and aim: This study aims to examine the impact of psychological pricing strategies on consumer purchasing behavior in chain grocery stores in Asaluyeh. Within the theoretical framework, techniques such as odd-ending pricing, flavor-based pricing, prestige pricing, and zero-ending pricing were analyzed, each of which creates a different perception of value and purchasing opportunity based on consumers’ cognitive biases.

Methodology: The present research is descriptive–survey in nature, and data collection was conducted using a researcher-designed questionnaire. The statistical population consisted of customers of chain stores in Asaluyeh, and the sample comprised 80 respondents selected through convenience sampling. Data were analyzed using appropriate statistical tests.

Findings: The results indicated that there is a significant difference between gender and reactions to psychological pricing, such that women showed greater sensitivity to emotional stimuli. Furthermore, educational level influenced consumers’ critical perception, with more educated individuals demonstrating higher awareness of psychological pricing mechanisms. In addition, significant differences were observed in reactions to flavor-based and odd-ending pricing techniques among different age groups.

Conclusion: This study emphasizes that while psychological pricing can increase sales in the short term, achieving sustainable effectiveness requires designing and implementing pricing strategies based on consumers’ demographic and psychological characteristics. It is recommended that regional chain stores utilize behavioral data to adjust their pricing policies in alignment with the needs of local consumers.

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