Role of Retail Price Strategy in Influencing Customer Purchase Intention
P. Saritha1, Karanam Satish Kumar2, Shaik Abdul Mazeed3

1Dr. P. Saritha, Assistant Professor, Dept. of Business Management, Yogi Vemana University, YSR Kadapa (AP), India.
2Dr. Ranu Sharma, Associate Professor, Department of Management Studies, Poornima University, Jaipur (Rajasthan) India.
3Shaik Abdul Mazeed*, Assistant Professor, Dr. B. R. Ambedkar Institute of Management and Technology, Baghlingampally, Hyderabad (Telangana), India.

Manuscript received on May 21, 2021. | Revised Manuscript received on May 28, 2021. | Manuscript published on May 30, 2021. | PP: 44-49 | Volume-5 Issue-9, May 2021. | Retrieval Number: 100.1/ijmh.I1320055921 | DOI: 10.35940/ijmh.I1320.055921
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© The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Price sensitivity was consistently a matter of worry for retailers when planning pricing strategies. The expectant reaction towards changing price is high felt among the middle-class purchasers and impact more on their purchasing decisions in India. This research plans to decide, regardless of whether the estimating special technique for the key-esteem classification, acquires a huge change in the offer of key-esteem things or not. The examination is decisive and applied the quantitative method to approve the proposed speculation. An organized poll comprising 21 inquiries was utilized to gather information through an online review. The Snowball inspecting strategy was utilized to gather information from respondents, including youthful workers, homemakers, and entrepreneurs, and gathered reactions towards the incessant value limits offered by driving hypermarkets chains and general stores in the country. The straight relapse is directed utilizing SPSS programming. Discoveries of the exploration presumed that as the Indian center section is exceptionally evaluated touchy, henceforth tremendous value limits impel brand agitating among them and even impact the pre-purchasing choice for procurement. The significant limitations of the examination were that it centered uniquely around contemplating the effect of cost special proposals on deals which is exceptionally relevant and restricted to item classes, wherein there are different factors additionally which can altogether affect deals. We have decided the effect of one develop over another under the shadow of key-esteem classifications, while further exploration can check the effect separately or on different classifications too. The exploration is absolutely experimental and directed interestingly by the analyst to imply the significance of value advancement procedure in consonance to deals. The newly gathered essential information utilized for approval.
Keywords: Price Promotional Strategy, Key Value Category, Key Value Items, Sales, Retailers.