Relationship between differential pricing and consumers' perception of product quality: Ukrainian practice

Authors

  • Олена Анатоліївна Кривошия National University of “Kyiv-Mohyla Academy”, 2 Skovorody vul., Kyiv, 04655, Ukraine
  • Олена Яківна Базілінська National University of “Kyiv-Mohyla Academy”, 2 Skovorody vul., Kyiv, 04655, Ukraine

DOI:

https://doi.org/10.15587/2312-8372.2014.21253

Keywords:

differential pricing, product quality, correlation

Abstract

The economic relations of consumer electronics sale through retail trade were investigated in the paper. In this case, the emphasis is placed on studying the relationship between the product quality in a particular product category and using the appropriate differential pricing strategy. The main objective of the study is to develop recommendations on using various differential pricing practices to improve enterprise profitability.

Using modern information collection methods allows retailers the most promptly and accurately investigate the efficiency of using a particular pricing method for various product groups and promptly respond to changes in market conditions. The proposed analysis method allows to separate the concept of product quality for various product groups, and also to obtain information using conventional statistical tools.

The improved approach to understanding the product quality for various groups of consumer electronics was developed in the paper. The basic differential pricing practices were systematized based on the customers' perception of product quality. A correlation analysis to identify relationships between sales volumes (using various differential pricing practices) and customers' perception of product quality was conducted, and recommendations on using certain differential pricing practices for various product groups were made.

The research results can be used by consumer electronics retailers in everyday activities for decision-making on the implementation of certain pricing policy for various product groups.

Author Biographies

Олена Анатоліївна Кривошия, National University of “Kyiv-Mohyla Academy”, 2 Skovorody vul., Kyiv, 04655

PhD-student

Department of Finance

Олена Яківна Базілінська, National University of “Kyiv-Mohyla Academy”, 2 Skovorody vul., Kyiv, 04655

PhD, Associate Professor

Department of Finance

References

  1. Манжола, П. Проблеми становлення середнього класу як основи розвитку громадянського суспільства в Україні". Аналітична записка [Електронний ресурс]/ П. Манжола. – Національний інститут стратегічних досліджень при президентові України, 2013. – Режим доступу: www/URL: http://www.niss.gov.ua/articles/265/
  2. Злобина, Н. В. Економіка якості [Текст]: навч. підр. / Н. В. Злобина. –Тамбов: НГТУ, 2009. – 77 с.
  3. Стефанчук, Н. О. Якість банківського продукту: економічний аналіз та практика формування / Н. О. Стефанчук // Банківський менеджмент. – 2011. – №3(3). - С. 65-71
  4. Федоришин, Ф. Середній клас в Україні [Електронний ресурс]/ Презентація ГФК Україна, 2012. – Режим доступу: www/URL: http://www.gfk.ua/imperia/md/content/gfkukraine/presentations/120330_gfk_ukraine_middle_class_fedorishin.pdf
  5. Котлер, Ф. Основы маркетинга [Текст]/ Ф. Котлер; пер. с англ. под ред. В. Б. Боброва. – М.: Прогрес, 1991. – 695 с.
  6. Борисенко, М. А. Промисловий маркетинг [Текст]: навч. пос. / М. А. Борисенко, О. В. Гронь, В. М. Щетинін; Міністерство освіти і науки України; Харківський національний економічний університет. – Харків: ХНЕУ, 2010. – 291 с.
  7. Селезньов, В. В. Основи ринкової економіки України. Влада. Право. Підприємництво. Фінанси. Податки. Маркетинг. Менеджмент. Торгівля. Реклама [Текст]: підручник / В. В. Селезньов. – К.: А.С.К., 2006. – 688 с.
  8. Дайновська, С. М. Ціноутворення [Текст]: підручник / С. М. Дайновська. – К.: КНТЕУ, 2009. – 319 c.
  9. Дойль, П. Маркетинг-менеджмент и стратеги [Текст] / П. Дойль; пер. с англ. под ред. Ю. Н. Каптуревського // Серия «Маркетинг для профессоналов». – 3-е изд. – СПб.: Питер, 2002. – 544 с.
  10. Данілова, Л. Л. Ціноутворення та маркетингова цінова політика [Текст]: навч. посіб. / Л. Л. Данілова, С. В. Петровська. – К., 2006. – 129 с.
  11. Manzhola, P. (2013). The problems of the middle class as the basis for the development of civil society in Ukraine. Policy Brief. National Institute for Strategic Studies under the President of Ukraine. Available: http://www.niss.gov.ua/articles/265/
  12. Zlobyna, N. V. (2009). Economics of quality. Tambov: NGTU, 77.
  13. Stefanchyk, N. O. (2011). Quality of banking products: economic analysis and practice of forming. Bank management, №3(3), 65-71.
  14. Fedorishin, F. (2012). Ukrainian Middle Class. Presentations GFK Ukraine. Available: http://www.gfk.ua/imperia/md/content/gfkukraine/presentations/120330_ gfk_ukraine_middle_class_fedorishin.pdf
  15. Kotler, F. (1991). Bases of Marketing. Moscow: Progress, 695.
  16. Borysenko, M. A., Gron, O. V., Schetynin, V. M. (2010). Industrial marketing. Kharkiv: KhNEU, 291.
  17. Seleznev, V. V. (2006). Foundations of the market economy in Ukraine. Power. Right. Entrepreneurship. Finance. Taxes. Marketing. Management. Trade. Advertising. Kyiv: ASK, 688.
  18. Dainovska, S. M. (2009). Pricing. Kyiv: NNTEU, 319.
  19. Doil, P. (2002). Marketing – management and strategy [Marketing – menedgment i strategia]. St. Petersburg: Piter, 544.
  20. Danilova, L. L., Petrovs'ka, S. V. (2006). Pricing and marketing pricing policy. Kyiv: KNTEU, 129.

Downloads

Published

2014-02-06

How to Cite

Кривошия, О. А., & Базілінська, О. Я. (2014). Relationship between differential pricing and consumers’ perception of product quality: Ukrainian practice. Technology Audit and Production Reserves, 1(2(15), 34–37. https://doi.org/10.15587/2312-8372.2014.21253

Issue

Vol. 1 No. 2(15) (2014): Production reserves. Economy of enterprise

Section

Economy of enterprise

License

Copyright (c) 2016 Олена Анатоліївна Кривошия, Олена Яківна Базілінська

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.