Factors affecting the consumers proneness to buy 99-ends products

Abstract

This paper aims to explore the utilitarian and hedonic factors in affecting the consumer proneness to purchase 99-ends products. Utilitarian consumption is generated on the basis of satisfying a functional or sensible need. The utilitarian factors include savings, quality and convenience. On the other hand, hedonic is an experiencebased consumption which includes value expression, entertainment and exploration. The usage of 99-ending price by retailers is of great importance as a promotional technique. As such, this paper contributes to a greater understanding of the usage of 99-ends pricing from both the consumers and retailers perspective.