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Author:Mattsson, Jens
Title:Persuading a higher price: The effect of price, influence tactics and product involvement on price fairness
Publication type:Master's thesis
Publication year:2014
Pages:iv + 35      Language:   eng
Department/School:Tuotantotalouden laitos
Main subject:The Industrial Enterprise of the Future   (TU3006)
Supervisor:Lillrank, Paul
Instructor:Pöyry, Essi
Electronic version URL: http://urn.fi/URN:NBN:fi:aalto-201501031005
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  2509   | Archive
Keywords:persuasion
influence tactics
involvement
price fairness
myyntipsykologia
myyntitaktiikat
hinnan oikeudenmukaisuus
asiakasosallisuus
Abstract (eng):Sales influence tactics are commonly used to influence consumers' product evaluations and implicitly thought to have a positive effect on price fairness.
However, it can be assumed that the price levels and the degree of consumer involvement have a moderating effect on the consumer's evaluation of the offering.
The purpose of this research is to investigate the effect of influence tactics 'authority' and 'social proof' under different degrees of product involvement and price levels on perceived price fairness.
The data was collected from 1418 members of a Finnish real estate agency's customer data base and revealed that, for highly involved consumers or at medium or high price levels, influence tactics had a non-significant and negative effect on price fairness.
However, using social proof at a standard price level for consumers with low product involvement had a positive effect on price fairness.
For managers, the results imply that the effectiveness of these tactics should also be derived from the degree of involvement and the price.
Thus ensuring higher credibility of the sales presentation and persuading a higher price.
Abstract (fin):Erilaisilla myyntitaktiikoilla pyritään yleisesti vaikuttamaan asiakkaiden ostospäätökseen ja niiden uskotaan myös vaikuttavan positiivisesti hinnan oikeudenmukaisuuteen.
Kuitenkin voidaan olettaa, että myös hinta ja asiakasosallisuus moderoivat asiakkaan arviointia myyntitarjouksesta.
Tämän työn tarkoitus on tutkia myyntitaktiikoiden 'sosiaalisen validoinnin' ja 'auktoriteetin' vaikutusta hinnan oikeudenmukaisuuteen eritasoisten hintaluokkien ja asiakasosallisuuden olosuhteissa.
Data kerättiin 1418 jäseneltä suomalaisen kiinteistönvälitysalan yrityksen asiakastietokannoista.

Tutkimuksen tulos paljasti, että korkean tason asiakasosallisuuden omaavilla asiakkailla tai keskiverto- ja korkean hinnan olosuhteissa, myyntitaktiikat vaikuttivat negatiivisesti ja 'ei merkittävästi' hinnan oikeudenmukaisuuteen.
Silti, sosiaalisella validoinnilla keskivertohinnalla matalan asiakasosallisuuden omaavilla asiakkailla oli positiivinen vaikutus hinnan oikeudenmukaisuuteen.
Johtajille ja myynnin ammattilaisille tulos merkitsee sitä, että myyntitaktiikoiden tehokkuus tulisi johtaa myös asiakasosallisuuden ja hintaluokkien mukaan jotta myyntitarjouksen uskottavuus säilyy mahdollistaen samalla myös korkeamman hinnan.
ED:2015-01-18
INSSI record number: 50393
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