Consumer behaviour and warranty claim: A study on Czech consumers

Consumer behaviour concerning warranty is significant for both consumers and business entities. This article presents the behaviour of consumers on warranty claims for purchased products or services. The present study attempts to investigate the influence of demographic variables on consumer satisfaction in the course of the warranty claim procedure. To study the behaviour of consumers, a quantitative approach was adopted with the sample of 453 respondents in Czech Republic. A self-administered, structured questionnaire was used to collect primary data during the survey and analysis was performed using Statistical Package for Social Science (SPSS). This study contributes to the body of knowledge in the field of consumer behaviour concerning warranty claims.Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2016/006

Cultural differences in perceived price fairness: Role of styles of thinking

In contemporary years, researchers are increasingly recognising the role of styles of thinking (holistic vs analytic) as a driver of cross-cultural differences in consumer behaviour. This article addresses a gap in the extant pricing literature by focusing on the cultural differences in perceived price fairness as a function of styles of thinking. Consumers from Eastern cultures with holistic thinking style are predicted to perceive a price increase as fairer than consumers from Western cultures with analytic thinking style. The comprehension of cultural differences in perceived price fairness as a function of styles of thinking is important for managers and marketers in order to expand their knowledge and understanding on ways to maintain positive consumers' price perceptions, which thereby can augment firms' competitiveness.Faculty of Management and Economics at Tomas Bata University in Zlin; Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2018/015

Consumer complaint behaviour, warranty and warranty claim: Brief overview

The consumer complaint behaviour is an area of research, which deals with the identification and analysis of all the aspects involved in the consumer reaction to a product or a service failure and the consequent perceived dissatisfaction. The present study examines and reports the consumer complaint behaviour concerning warranty and warranty claim aspects. The main objective is to identify and comprehend consumer behaviour regarding complaint in relation to warranty and warranty claim. Based on literature review, the research findings suggest, warranty as well as warranty claim play significant role on consumer complaint behaviour. This study reviewing various aspects in the area of consumer complaint behaviour including warranty and warranty claim would be useful to marketing theory and practices for practitioners including scholars in marketing literature.Faculty of Management and Economics at Tomas Bata University in Zlin; Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2016/006

Role of need for closure on perceived price fairness

In contemporary years, need for closure as a driver of consumer behaviour has received significant attention. The present research would extend the extant pricing literature by including a cognitive factor, i.e., need for closure, which is predicted to have a substantial impact on perceived price fairness. When exposed to negative and/or undesirable incident such as price increase, need for closure (low vs high) influences cognitive attribution. Moreover, this cognitive attribution would thereby influence price fairness perceptions. It is significant for managers and marketers to comprehend the effect of cognitive need for closure on perceived price fairness so as to maintain positive customer's perception of price, which can result in positive outcomes and enhance firms' competitiveness.Faculty of Management and Economics at Tomas Bata University in Zlin; Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2018/015

Managing price changes: Role of consumer thinking styles on perceived price fairness and purchase intention

Consumers expect companies to practice fair pricing. Understanding the underlying cognitive mechanism that determines consumers' price fairness perceptions is significant. It could help mitigate negative outcomes from unfairness perceptions and place firms in a better competitive position. This study examines the role of consumers' thinking styles in perceived price fairness and purchase intention in a price increase situation. An online experiment was conducted wherein 171 participants across India, primarily from tier-1 cities frequently using car rental services, took part from September to December 2021. The majority of the participants (72) were 21-30 years old (42%). All involved participants met the initial criteria of using car rental services at least once a week. Proposed hypotheses were checked by one-way ANOVA following Tukey post hoc test and PROCESS. One-way ANOVA results shows a significant influence of thinking styles on cognitive attribution with large effect size, F(2, 168) = 28.04, p <.001, eta 2 = 0.25; presents a significant influence of thinking styles on perceived price fairness with large effect size, F(2, 168) = 30.07, p <.001, eta 2 =.0.26; demonstrates a significant influence of thinking styles on purchase intention F(2, 168) = 19.94, p <.001, eta 2 =.0.19. Findings revealed that, in the face of a price increase occurrence, consumers thinking holistically and analytically differ in perceived price fairness and purchase intention. Furthermore, holistic thinkers with higher cognitive attribution perceive a price increase as fairer. Thereby, they have higher purchase intention than analytic thinkers.IGA/FaME/2022/010; Univerzita Tomáše Bati ve ZlíněInternal Grant Agency [IGA/FaME/2022/010]; Tomas Bata University in Zli

The influence of thinking styles on perceived price fairness: An experimental study

Customers expect pricing practices to be fair, they are specifically sensitive to price increase considered unfair or unacceptable, which eventually influences both behavioural intentions and emotions. Substantial investments are deployed in building positive associations with consumers, which can be subverted by the incident of price increase leading to unfairness perceptions. It is significantly important to mitigate the perceived unfairness perceptions, given the stakes involved. This article investigates the role that styles of thinking (holistic versus analytic) plays in perceived price fairness. The findings of this research show that styles of thinking play a significant role in influencing perceived price fairness. When exposed to negative and/or undesirable events such as price increase, styles of thinking influence cognitive attribution, which, in turn, influences price fairness perceptions. This research adds to the growing literature in price fairness by exploring the influence of thinking styles on perceived price fairness that has not been examined before. These findings suggest that strategies to influence styles of thinking could be useful in managing perceived unfairness perceptions. Marketers and managers could utilise marketing-management strategies based on findings of this research to maintain positive consumer’s perception of price, thereby will improve firms’ performance, in terms of, value, profitability and sales. © 2020, Springer Nature Singapore Pte Ltd