atefeh hesaraki

In the past decade, various businesses were launched due to the development of information and communication technologies and the increasing popularity of the internet. Furthermore, traditional retailers were encouraged to launch online channels and become multi-channel retailers to gain a competitive edge. Virtual and online technologies prepared a platform for various organizations and companies to deliver their services and products to their customers. Pricing the same products in different channels is currently one of the most significant factors influencing the competitiveness of retailers and multi-channel companies. Since consumers have different perceptions of prices and respond differently in various sales channels, identifying the influential factors on pricing in multi-channel companies can help pricing managers of companies.

This study is a systematic literature review analysis. All related research up to 2019, including 203 documents, was gathered. From among them, 86 top ones were selected as the source of analysis. The coding method was used to analyze the gathered data.

After coding the research, duplicate codes were removed, and 49 codes were selected. In the next stage, 49 codes were consolidated into nine concepts, and finally, the codes were grouped into four categories. The categories and concepts include retail characteristics (channel characteristics, company characteristics, after-sales support), usage characteristics (situational and demographic factors), product characteristics (types of goods), and imposing factors (hidden and obvious costs and environmental factors measures).

Any price difference should have a logical reason, and it should be used as a segmentation tool to create value for customers. Although any pricing policy impacts consumers' purchasing intention, the adopted policies should not harm the fairness perception. When setting the pricing strategy, multi-channel retailers should pay special attention to the perception of price fairness and formulate their strategies based on improving consumer perception. The identified categories present some useful suggestions for choosing the optimal pricing strategy in multi-channel retailers. For example, taking into account the characteristics of customer features; since women, married people, and younger people buy more items from online channels, higher pricing of the same products on the online channel than offline is acceptable for the target customers in this category. Regarding product characteristics, customers prefer to test some products such as clothes or perfume before buying, and they prefer to visit the physical store. These kinds of goods can be sold at a higher price in the offline channel than the online channel. Also, based on retailer characteristics, if it is difficult for customers to access physical stores, and the customer prefers to buy from the online store, goods can be offered at a higher price in the online store.

Given the importance of the issue of fairness perception in the case of a currency crisis, in this study, we aim to analyze the effect of the type of fairness and the impact of the price increase on the customer's perception of price fairness during the currency crisis in domestic and foreign brands., the conclusion, and analysis in the fourth section of the study, and finally, in the fifth section, the limitations and suggestions for future research have been described. Furthermore, this study doesn’t touch on the effect of losing the purchasing power of people -customers- as well as inflation. Also, luxury goods are not included as their prices are unrelated to the currency crisis. The present study aims to examine and analyze the factors affecting the customer's perception of fairness in the case of a currency crisis. For this purpose, five different scenarios encompassing five different types of domestic and foreign products were used. Each questionnaire was randomly distributed among 50 people. Nonparametric t-test and ANOVA were used for data analysis. The pairwise comparison indicates that in all scenarios, the perception of fairness in the foreign market basket is significantly higher than the perception of fairness in the domestic market basket. Also, in all scenarios, there is a significant difference between the perception of fairness in the Iranian market basket and the foreign market basket. This study can be beneficial to formulating and implementing firm pricing strategies.

Consumer ethnicity enhances a sense of patriotism and strengthens ethnic identity and cultural identity. While previous studies show that ethnocentrism affects the intention to buy domestic or foreign brands, the role of price differences of foreign and domestic goods on the intention to buy and the effect of ethnocentrism on price differences have received less attention. The purpose of this study is to investigate the effect of brand ownership and consumer perception of the different prices on the intention to buy with the moderating role of consumer ethnocentrism. In this research, the statistical population is the residents of Tehran who intend to buy goods in 1399. The sampling method of this research is available and due to the unlimited population Based on Krejcie and Morgan's (1970) table, the sample size is estimated to be 384 people, which is 400 in order to increase the accuracy of the number of samples. A sample of domestic and foreign brands was used and participants were asked to express their willingness to buy the desired product (side-by-side refrigerator) under different price conditions. The results show that consumers with high levels of ethnocentrism are less affected by price changes and in any case support domestic branded products. The results show that consumers with high levels of ethnicity are less likely to be affected by price changes and in any case support domestic branded products.

With the spread of the Internet in the business environment; The retail infrastructure has changed, providing new and creative opportunities for marketing and sales activities through various channels, as well as greater flexibility in marketing and pricing decisions for retailers. The purpose of this study is to identify the factors affecting consumer channel choice in order to determine the optimal pricing strategy of multi-channel companies. In this regard, 13 managers of multi-channel companies in different industries were interviewed. In order to analyze the data, the data theory method of the Glaser method was used and the initial codes were identified. Based on the analysis, 418 codes were identified as primary codes. After coding the researches, duplicate codes were removed. According to their semantic similarity and closeness, they were classified into 8 categories including: demographics, product characteristics, retail services, psychological, physical environment, social needs, emotional needs and perceptual value. At the end of this article, according to the mentioned categories, some useful suggestions for choosing the optimal pricing strategy in multi-channel retailers are presented for their managers.

In today's world, when it comes to buying Halal products, the religious beliefs of the consumer come to mind. But the interesting thing is that in today's world, buying products with the Halal brand has also become popular among non-Muslims. The purpose of this study is to get acquainted with the factors affecting the intention to buy Halal brand products regardless of religious beliefs, and finally the role of religious beliefs as a moderator in the model is considered. In order to estimate the effect of these variables, 1400 questionnaires were distributed in the statistical population, and finally, 892 questionnaires were completely returned. The moderating role of religious beliefs was also confirmed.Progress for business success requires continuous improvement of service and quality by suppliers.In general, satisfaction and a positive personal experience with sales may result in your repurchasing.Accordingly, creating a distinct advantage in service delivery is necessary but it is very difficult.