The Psychology of Pricing: How Marketing Strategy Influence on Consumer Buying Behavior

Authors

  • Fatimatuz Zohora * Department of Accounting, National University of Bangladesh, Gazipur, Dhaka Division, Bangladesh. https://orcid.org/0009-0001-0488-3133
  • Ramiz Uddin Department of Accounting and Management Information Systems, California State University, Chico, California, USA.
  • Mohammed Harun Ur Rashid Department of Management Information Systems, University of Bridgeport, Bridgeport, Connecticut, USA. https://orcid.org/0009-0001-5231-3258

https://doi.org/10.22105/masi.v3i1.91

Abstract

This study explores the impact of contemporary pricing strategy constructs on consumer behavior in digital contexts. A quantitative research method was employed, using a structured questionnaire adapted from academic sources. Data were collected from 165 respondents through random sampling. The study focused on six key constructs: Introductory Price Strategies, Trending News Consumption, Content-sharing Platforms, Value-based Pricing Perception, Short-form Blogging Usage, and Buyer Decision Patterns. Results from a fixed-effects multiple regression analysis reveal that all six constructs have a statistically significant, positive influence on consumer behavior at the 1% significance level. The adjusted R² values across models range from 0.644 to 0.872, indicating strong explanatory power. Among them, Buyer Decision Patterns displayed the highest adjusted R² (0.872), showing its critical role in predicting consumer responses. Additionally, all beta coefficients were greater than 0.001, supporting the strength of these relationships. The F-values confirmed the joint significance of the variables, while Durbin-Watson statistics (ranging from 1.02 to 2.11) indicated mild autocorrelation. These findings underscore the strategic importance of pricing approaches as tools for consumer influence, beyond mere economic functions. The study offers valuable implications for marketers aiming to optimize pricing communication, personalization, and engagement in increasingly digital consumer environments. 

Keywords:

Strategic pricing models, Market dynamics, Buyer psychology, Introductory pricing, Perceptual pricing tactics, Premium price positioning

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Published

2026-03-12

Issue

Vol. 3 No. 1 (2026): Management Analytics and Social Insights (MASI)

Section

Articles

How to Cite

Zohora, F. ., Uddin, R. ., & Ur Rashid, M. H. (2026). The Psychology of Pricing: How Marketing Strategy Influence on Consumer Buying Behavior. Management Analytics and Social Insights, 3(1), 32-48. https://doi.org/10.22105/masi.v3i1.91

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