FİYAT AYRIMCILIĞININ TÜKETİCİ DAVRANIŞINA ETKİSİNDE ÇIKARIMSAL GÜDÜNÜN ROLÜ: AZERBAYCAN TÜKETİCİSİ ÜZERİNE ARAŞTIRMA
THE ROLE OF INFERRED MOTIVES IN THE IMPACT OF PRICE LABELLING ON CONSUMER BEHAVIOUR: A STUDY OF AZERBAIJANI CONSUMERS

Summary/Abstract: This study examines the effects of price discrimination strategies on price fairness perception and consumer behavior from the perspective of inferred motive. The research was conducted in the Azerbaijani GSM operators’ sector, focusing on understanding the impacts of various price discrimination methods, including time, quantity, location, and customer characteristics-based discrimination. A quasi-experimental design was employed, utilizing scenarios and surveys for data collection. Through these scenarios, participants' perceptions and behavioral responses toward price discrimination were assessed. The findings reveal that inferred motive serves as a critical mediating variable in the effects of price discrimination strategies on consumer behavior. When consumers perceive the firm’s motive as positive, their perception of price fairness improves, leading to enhanced repurchase intentions. Conversely, a negative inferred motive triggers perceptions of unfairness and consumer dissatisfaction. Furthermore, the study identifies a direct relationship between price fairness perception and consumer behaviors, influencing their decisions to maintain loyalty to the firm or switch to alternative brands. This research emphasizes the importance of perceived motives in price discrimination, highlighting the necessity for firms to adopt transparent and consumer-centric pricing strategies. Particularly for businesses operating in oligopolistic markets, these findings offer valuable insights into balancing profitability and consumer loyalty. The study contributes to the literature on price discrimination, price fairness perception, and consumer behavior.

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