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Wangsa, Ign. Heri Satrya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Price-Cut and Consumer Behavior: A Qualitative Study of Buying Power in the Indonesian Market Wangsa, Ign. Heri Satrya
International Research Journal of Business Studies Vol. 2 No. 3 (2009): December 2009 - March 2010
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/

Abstract

The growing phenomena of price-cut reflect a reality that Indonesian consumers are very sensitive toward price (price-sensitive). On the contrary, there may have been pessimism that the pricing policy could potentially damage product quality as well as minimizing the benefit of core product in various consumer-oriented perspectives. This study intends to describe the phenomena of price-cut to explain arguments that the low level of buying power within the context of market in Indonesia could be questioning. The study uses focus group discussion among students at PTS “X” in Surabaya.
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