Beruflich Dokumente
Kultur Dokumente
Research Proposal
By
[Your Official Name]
[Degree Title], [University], 20XX
[Name of program]
[Name of University]
[Last month of quarter you plan to graduate] 20XX
Contextual Background............................................................................................................1
2.
Problem Statement...................................................................................................................2
3.
4.
Research Questions..................................................................................................................3
5.
6.
7.
Literature Review.....................................................................................................................4
7.1 Impact of Pricing Strategy on Firm Performance..................................................................4
7.2 Factors Influencing Pricing....................................................................................................5
7.2.1 Corporate and Marketing Objectives..............................................................................5
7.2.2 Industrial Structure and Competition:.............................................................................5
7.2.3 Market Condition............................................................................................................5
7.2.4 Variation in cost of production........................................................................................5
7.2.5 Location...........................................................................................................................6
7.2.6 Marketing Mix Strategy..................................................................................................6
7.3 Consumer Psychology............................................................................................................6
7.3.1 Motivation.......................................................................................................................6
7.3.2 Perception........................................................................................................................7
7.3.3 Learning..........................................................................................................................7
8.
Methodology............................................................................................................................7
References........................................................................................................................................9
2. Problem Statement
According to Ding (2012), different pricing strategies including extreme discounts and
price cuts are regarded as the unethical and inappropriate methods of attracting different
customers. These strategies are usually adapted by firm who wants to sell their out-dated or
about-to-expire products in order to generate room for its new product line. However, these
methods are regarded as illegal and unethical as it poses harm to the customers. When a
particular pricing strategy is implemented by an organization, it directly influences the
psychology of the consumers. When the purchasing intention of the consumer is directed towards
a certain product and service, then it directly impacts the performance and market share of the
company. Therefore it is very crucial for a firm to understand the psychological impact of pricing
on the performance of a firm, as it affects its development. IKEA is famous for developing and
implementing effective pricing strategies that assist the organization in differentiating its image
in the minds of its target population. Moreover, IKEA has focused on offering low prices of their
furniture and other products in order to attract more customers. This low pricing strategy has
enabled IKEA in enhancing its sales (IKEA, 2012). Therefore, IKEA has been used as the case
study for identifying the psychological pricing strategies used by IKEA and its impact on
organizational performance.
To analyse the impact of different pricing strategy on the psychology of the consumer and
organizations performance.
To examine the effective pricing strategy of IKEA, UK and how it influences the
4. Research Questions
Following are the research question of the dissertation.
What are the different factors that have a direct impact on consumer psychology?
How do different pricing strategies impacts consumer psychology while purchasing a
product or a service.
What are the effective pricing strategies that can be adopted by the Ikea UK to increase