Influence of Pricing on Consumer Decision Making with Reference to E-commerce

Abstract

Pricing Tactic Persuasion Knowledge (PTPK) refers to the personation knowledge of the consumers about the tactics used by marketers. This research discusses the persuasion tactics used by online stores to attract more customers to buy their product. The companies use persuasion so as to increase sales. Online stores use certain promotion methods such as discounts, cashback, coupons, etc. It is most commonly used on fashion apparels as promotions have value only till the season ends and after that, they lose their value due to change in season or trend.