STUDY ON PRICING FACTORS AFFECTING PURCHASING DECISIONS OF CONSUMERS OF PERISHABLE GOODS

Abstract

This study investigates at how pricing affects customers' decisions to buy perishable goods in the Indian market. The study employs exploratory factor analysis (EFA), regression, correlation, and descriptive statistics on a sample of 200 respondents. The results show that customer decisions are dominated by perceived freshness and price perception, with psychological pricing and discount tactics coming in second and third. Three latent components were identified by factor analysis: psychological pricing, price sensitivity and discounts, and freshness and quality perception. By providing guidance to merchants, legislators, and academics about the price of perishable items, the study advances both theory and practice. The findings highlight how crucial freshness assurance and dynamic pricing are to fostering customer loyalty and confidence.