Perception of Visitors’ Related with Psycohogical Pricing in The Food and Beverage Businesses: Case of Ankara

Abstract

Although pricing is one of the strongest drivers of profitability, little empirical research
has examined how a firm should organize pricing internally. As it is known, food and
beverage service products are the ones that are affected by the interests of the staff, design,
atmosphere and the ambience of the establishment only when the customers can get
insight and information into the nature of the product on benefiting from the product
besides their tangible nature. Psycolojical pricing is one of the items in the price strategies.
This study aims to put forward position of psychological pricing strategies in terms of
behavior of consumer purchasing in food and beverage establishment and to explain the
strategies of psychological pricing strategies in detail.