Customers' perceptions of factors influencing purchasing behavior of discounted price: Based on digital devices in case of Iran

Recently, digital devices and electronic markets have become popular in many countries especially in Iran. These markets contribute to the national economy and significantly influence the financial power of the country. Companies are interested to achieve more competitive advantages by improving their service quality and providing their products with guarantee/warranty cards. Researchers found that, the success of buying/selling digital devices in this competitive market stems from both quality of the device and ability to provide products that meet customer’s needs and wants as well as the strategy of applying low prices. This thesis empirically investigates on factors which influence customers` behavior. First of all I assume that, there is no significant difference among of different gender groups in terms of their perceptions influencing purchasing behavior of discounted price. Secondly, there is no significant difference among of customers with different age groups in terms of their perceptions influencing purchasing behavior of discounted price. Thirdly, there is no significant difference among of customers with different income level groups in terms of their perceptions influencing purchasing behavior of discounted prices. The results of T-test and one-way Anova techniques show that, there are significant differences among customers with different gender, age and income level in terms of their perceptions to influence purchasing behaviour of discounted price. Keywords: Pricing strategy, Discount strategy, Customer behavior, and t-test and Anova analysis.