Desconto no preço fornecido somente a terceiro: um experimento relacionando nível de desconto e nível de preço

Abstract

Pricing strategy based on price discounts can positively or negatively influence consumer perceptions. However, this research focused on analyze the negative consequences of this strategy. It is known that a portion of the organizations that use the strategy of discounts in the price do not offer the discount for all purchases or for all consumers. Thus, we analyzed the perception of the consumer who does not receive the price discount and is aware that other consumers received. In this sense, the objective of the research is to analyze the relations of discount levels in price only to another consumer, at different price levels, with the constructs price injustice, negative emotions, perceived value, negative word of mouth, and dissatisfaction. This study proposal is justified because defining the pricing strategy is one of the most important decisions and one of the main success factors for a product or service. After the theoretical survey, a quantitative research was developed through the experimental technique. The experimental design is 3×2 and the scenarios have different levels of price and discount. As a result, we identified significant impacts of price discount only to another consumer in negative word of mouth constructs, intention to exchange the store and dissatisfaction. Therefore, the main theoretical contribution of this research are the relations between the different price levels and discount levels in the price and the impacts generated by these relationships in the referenced theoretical constructs. The managerial implications arise from a better understanding of the impacts resulting from the concession of price discounts at different price levels. The study indicates that the low level of price discount does not significantly impact the related constructs, thus not having the negative consequences for the organization.