POSTRZEGANIE UCZCIWOŚCI CEN A REKOMENDACJE OFERTY I SKŁONNOŚĆ DO ZAKUPU
PRICE FAIRNESS PERCEPTION VS OFFERS' RECOMMENDATIONS AND PURCHASE INTENTION

Summary/Abstract: The objective of the paper is to demonstrate the relationship between customers’ price fairness assessment and their propensity to recommend the offer and purchase intention. The author presents the results of own research based on the scenarios method, the study was conducted in the first quarter of 2015 on a sample of 126 respondents (the idea for the research was adopted from the article of L. Xia and KB Monroe, Is a good deal always fair? Examining the concepts of transaction value and price fairness, „Journal of Economic Psychology” 2010, Vol. 31, No. 6). The survey results clearly indicate a stronger correlation between negative assessment of the price fairness and the lack of intent to purchase and negative word of mouth than the correlation between positive assessment of the price fairness and intention to purchase and recommendation of the offer (positive WOM). The author has indicated the practical implications for retailers – a special focus on information policy (relating to pricing rules) transparency and the conscious shaping of the level of price divergence of assortment available in the store.

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