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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS074
Volume:
10 |
7 |
Jul 2026
Pages:
1-8
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Student of MBA,
CMR Institute of Technology, Hyderabad, Telangana, India
Assistant Professor of MBA,
CMR Institute of Technology, Hyderabad, Telangana, India
The rapid growth of e-commerce has significantly influenced consumer purchasing behavior, making pricing strategies an important factor in online shopping decisions. This study, titled “A Study on Exploring the Effect of Psychological Pricing on Consumer Choices in Top Online Stores,” examines the impact of psychological pricing techniques such as charm pricing (e.g., ₹99), discounts, bundle offers, and promotional deals on consumer perceptions and purchase decisions. The research aims to understand how these pricing strategies affect consumer behavior and influence buying intentions in digital retail environments.The study is based on primary data collected through a structured questionnaire from online shoppers gain a competitive advantage in the growing e-commerce market.
KEYWORDS
The study concludes that psychological pricing plays a significant role in influencing consumer choices in online stores. Pricing strategies such as discounts, charm pricing, bundle offers, and promotional deals positively affect consumer perceptions and purchase decisions. The findings indicate that consumers are more likely to make purchases when products are presented using attractive pricing techniques. Therefore, psychological pricing serves as an effective marketing tool for enhancing customer engagement and increasing sales in the competitive e-commerce market.
1. Kotler, P., & Keller, K. L. (2017). Marketing Management (15th ed.). Pearson Education. 2. Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education. 3. Monroe, K. B. (2016). Pricing: Making Profitable Decisions. McGraw-Hill Education. 4. Nagle, T. T., Hogan, J. E., & Zale, J. (2019). The Strategy and Tactics of Pricing (6th ed.). Routledge. 5. Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.
Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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