Determining the level of moral perception of price increases in the period currency crisis (Comparison of domestic and foreign brands)

Document Type : Original Article

Authors

1 Business Management, Faculty of Management, University of Tehran

2 Business Management Department, Faculty of Management, University of Tehran, Tehran, Iran

3 Entrepreneurial management,, University of Tehran, Tehran, Iran

Abstract

The main purpose of this study is to determine the level of fair perception of products in both domestic and foreign brands among the levels of voluntary payment / under equal information / in conditions of abuse / due to increased production costs / equal access to goods. Also, we examine the significant difference in fair perception resulting from increased prices of products (car tires, TVs, toothpaste, chocolate, leather bags and sunscreen) between domestic and foreign brands. The final goal of this study was to investigate the effect of demographic variables (income, gender, occupation) as moderating variables. Present study is a descriptive-survey research method, and in terms of purpose, is a developmental-applied research. . The experimental design used in this study is a 2 × 6 factor design with 12 different scenarios. The factors of this this design included two variables: product type (car tire / TV / leather bag / sunscreen / toothpaste / chocolate) and brand type (internal / external). And, this research was done using questionnaire. It was distributed to consumers living in Tehran. The results of 482 data collected show that Iranian consumers consider the price increase of products to be fair if the price is determined based on the costs of production.

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References

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History

  • Receive Date: 09 December 2021
  • Revise Date: 17 April 2022
  • Accept Date: 18 January 2022

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