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Pages:
3 pages/β‰ˆ825 words
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3 Sources
Style:
APA
Subject:
Business & Marketing
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Other (Not Listed)
Language:
English (U.S.)
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Topic:

Impact of Pricing and Product Information on Consumer Buying Behavior

Other (Not Listed) Instructions:

For this assignment, assume the role of a marketing manager at a company (such as your current employer) who is reviewing an article for marketing analysis purposes. Select an article from a peer-reviewed journal within the scope of consumer behavior (e.g., global marketing, services, pricing). Begin your research by using the GCU Library or an electronic database search. The article must be published within the last 5 years. Write an article review of 750-1,000 words that incorporates the following:
A general overview of the article. Include an opening paragraph stating the full APA-style reference for the article you chose. Give a brief overview of the following: thesis of the article, hypothesis, research design methods, conclusions, and recommendations.
Relationship to course content. Specify how the selected article relates to one or more of the 4 Ps. Describe any interrelationships that exist among these marketing disciplines.
A critical analysis as it relates to your selected company. Did the process make sense? Was enough information given to determine if the results were valid? Were the statistics clear, and did they support the results? Were the results generalizable to a wider population than the sample subjects?
A value assessment. Based on the conclusions, what value exists in the article for a future manager in the real world? How would the value of this article relate to your current employment, internship, or other similar situation?
Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center.

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Marketing Article Review
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APA Citation: Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in Psychology, 12(720151), 1-11. https://doi.org/10.3389/fpsyg.2021.720151
Overview of the Article
The study aims to investigate the cumulative impacts of product packaging and pricing on the purchasing behavior of different consumers while recognizing the mediating role of customer satisfaction in shaping their purchasing behaviors. The researchers tested four hypotheses:
H1: Product pricing significantly impacts consumer purchasing behavior.
H2: Product packaging information significantly influences consumer buying behavior.
H3: Customer satisfaction mediates consumer purchasing behavior.
H4: Product pricing significantly affects customer satisfaction.
With respect to research design, the authors recognized that the primary emphasis of the study was mood swings, feelings' variations, the state of mind, as well as behavioral tendencies toward a given situation. By evaluating these constructs, the research design ensures the study is coherent with the previously stated hypotheses and research problem. The researchers ensured the research problem was effectively addressed by researching college students in China. The study employed convenience sampling based on questionnaire on five hundred learners to collect data using offline and online resources. The collected data was leveraged for quantitative analyses in order to derive results that answer the research hypotheses. AMOS and SPSS software was employed for data analysis.
In conclusion, the study findings demonstrate that product pricing and packaging significantly influence the customers' purchasing decisions. Concurrently, the satisfaction mediates customer purchasing behavior concerning product pricing and partial mediation with product packaging (Zhao et al., 2019). In addition, the researchers concluded that the results have managerial implications. They reported and recommended these results to organizations seeking to cut operational costs without compromising the quality of products and services by emphasizing pricing strategies that elicit optimal consumer response. The researcher also suggested the need for additional research to consider different psychographic, geographic, and demographic samples to enhance the validity and generalizability of the results in managerial practice.
Relationship to Course Content
The article examines the relationship between four factors: pricing, product data, customer purchasing behavior, and consumer satisfaction. The report is immensely related to the course content regarding marketing, especially the 4Ps of marketing: price, product, promotion, and place. It emphasizes the effects of product information and pricing of the product, which are significant marketing mix factors. It is vital to understand how such factors affect a customer's behavior to ensure informative and effective decision-making in marketing. The article explores and discusses the interrelationships among different marketing disciplines. It in...
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