A percepção dos consumidores acerca do uso do preço psicológico pelos supermercados: Um estudo à luz da economia comportamental

Abstract

The study aimed to analyze consumers’ perceptions regarding the use of psychological pricing by supermarkets. This pricing strategy, adopted by major retailers, aims to stimulate sales by influencing consumers’ purchase decisions. The research was based on the behavioral theories of Amos Tversky and Daniel Kahneman, who analyzed decision-making processes through the lens of cognitive biases, on Herbert Simon, who investigated the bounded rationality of choices, and on Dan Ariely, who highlighted the predictability of irrational behavior. The methodology adopted was quantitative in nature, relying on primary data collection through a questionnaire, whose responses were tabulated and analyzed using descriptive statistics. The research was conducted with consumers aged 17 and older, who frequent supermarkets in the city of Fortaleza, in the state of Ceará. The results indicate that this group perceives the use of psychological pricing and recognizes its influence on purchase decisions, as well as identifying the factors that guide their choices. The sample demonstrated that, depending on how psychological prices are presented, consumers tend either to anchor the price on the left-most digit, underestimating its value, or not, highlighting a predictably irrational decision pattern. A preference for psychological pricing was also observed. Additionally, an inconsistency was identified between consumers’ perceptions of conscious consumption and their often impulsive buying habits.