Psychological Pricing Strategy and its Influences on Consumer’s Buying Behavior in Kurdistan Region

Abstract

Recently finding a proper market became one of the major targets that producers are willing to recognize for their products. Also, dealing with consumer behavior is measured as one of the biggest and hardest aspect for suppliers as it changes frequently. The main objective of this study is to find out the impact of psychological pricing on consumer’s behavior in term of buying goods and services in five famous malls in Kurdistan Region-Iraq. To achieve this objective, current study adopts descriptive analytical method (DAM) by using factor analysis (FA) with (Principal Component Analysis) and (Person Correlation) methods, as well as, the primary data are from a survey of (221) sellers and (216) buyers who interested mall to meet their needs. It was conducted from01/02/2019 to 01/03/2019.Distributing questionnaires are used among different types and groups of people as primary data to collect data and information as a way to achieve the study’s objective. Findings illustrate that the most influences factors on consumer’s behavior are (Advertisement for the products, Environment for the malls and Nine-end price).Beside these, nine-ending prices could be counted as one of the major factors that have a positive significant impact on consumer behavior. In addition, consumers with a small hedonic, low educated, low income,and younger consumers are prone to select the nine-ending priced products and services.Psychological pricing strategy has a significant impact on consumer’s buying behavior in Kurdistan Region.Having this study will contribute in providing information on people behavior in Kurdistan Region, which could leave benefit on local and foreign investors in order to know how to make a good marketing for their products in the society. Moreover, the results will be useful for any other upcoming researches in this field

Full text

Journal of Global Economics and Business October 2020, Volume 1, Number 3, 73-92
ISSN: Print 2735-9344, Online 2735-9352
PSYCHOLOGICAL PRICING STRATEGY AND ITS INFLUENCES ON CONSUMER’S
BUYING BEHAVIOR IN KURDISTAN REGION
Younis Ali AHMED,
College of Administration and Economics, University of Sulaimani,
uns.ahmad@univsul.edu.iq
Bzhar Nasradeen MAJEED, (Corresponding Author),
College of Public Administration and Natural Resources Management, University of Charmo
bzhar.majeed@charmouniversity.org
&
Hajar Abdulqadir SALIH,
College of Public Administration and Natural Resources Management, University of Charmo
hazhar.qadir@charmouniversity.org
Abstract
Recently finding a proper market became one of the major targets that producers are willing to
recognize for their products. Also, dealing with consumer behavior is measured as one of the biggest
and hardest aspect for suppliers as it changes frequently. The main objective of this study is to find
out the impact of psychological pricing on consumer’s behavior in term of buying goods and services
in five famous malls in Kurdistan Region- Iraq. To achieve this objective, current study adopts
descriptive analytical method (DAM) by using factor analysis (FA) with (Principal Component
Analysis) and (Person Correlation) methods, as well as, the primary data are from a survey of (221)
sellers and (216) buyers who interested mall to meet their needs. It was conducted from 01/02/2019
to 01/03/2019. Distributing questionnaires are used among different types and groups of people as
primary data to collect data and information as a way to achieve the study’s objective. Findings
illustrate that the most influences factors on consumer’s behavior are (Advertisement for the
products, Environment for the malls and Nine-end price). Beside these, nine-ending prices could be
counted as one of the major factors that have a positive significant impact on consumer behavior.
In addition, consumers with a small hedonic, low educated, low income, and younger consumers
are prone to select the nine-ending priced products and services. Psychological pricing strategy has
a significant impact on consumer’s buying behavior in Kurdistan Region. Having this study will
contribute in providing information on people behavior in Kurdistan Region, which could leave
benefit on local and foreign investors in order to know how to make a good marketing for their
products in the society. Moreover, the results will be useful for any other upcoming researches in
this field.
Keywords: Psychological Pricing, Consumer Behavior, Nine-Ending Prices, Factor Analysis,
Person Correlation

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1. Introduction
Nowadays, getting loyal customers and sustaining them in a strong market competition became a
vital task. However, it is not an easy mission for marketers to endure customers and get numerous
profit as there are several companies and brands simultaneously compete with each other. One of
the most significant decisions that is done by consumers in their daily life is buying decision (Ahmed,
2019). This takes place for several reasons, such as their need for the products, other might strongly
recommend certain products or buying the products as a gift. However, introducing new products
and services by companies or developing their existing once is another target that could be achieved
by studying and analyzing consumer’s behavior (Ahmed, 2017). From all of these making consumer
loyal and satisfying them is the target, which could be done by decreasing their costs and gather
maximum revenue in a proper way (Ahmed & Ibrahim, 2019). Investigating the behavior of
consumer buying has a significant role in grasping the factors that effect on their decisions (Sabr et
al., 2019) Beside this, marketers use customers as an indicator for their success or failure. That is
why studying buyers’ behavior among researchers and marketers are increasing (Al-Salmin & Al-
Hassan, 2016).
Over decades, marketers have used psychological pricing strategies in order to convene buyers to
purchase their products as a result of having highly stiff market (Mohammed et al., 2020).
Psychological tactics in pricing is used by many projects and businesses in order to sustain in such
a competitive world. Asamoah and Chovancova (2011) discussed that it is really significant for
businesses to use a proper way of pricing strategies to affect psychologically consumer behavior.
Also, they have mentioned that pricing is a play on perception, which means that it is not the actual
money price that makes people buy goods and services, it's about customer’s perception of price
(Torlak et al, 2019). Moreover, (Kumar & Pandey, 2017) stated that one of the tough things in the
market for project owners is recognizing consumer’s behavior to encourage their decision making,
particularly in the contemporary competitive market. Likewise, implementing some specific pricing
strategies such as “everyday low price” and “high-low” for attracting customers based on products’
elasticity is used by businesses (Consumer Psychologist, 2019; Demir et al., 2019; 2020).
The current study is intended to analyze main factors that directly and indirectly encourage
consumers who interests mall to buy products in Kurdistan Region. To achieve that, this paper is
structured into five sections. First, conduct general introduction on the topic. Section two provides

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literature review about the relationship between a psychological pricing and consumer. The
methodology employed, the model specifications, the data collection, the tests are provided in
Section three. Section four provides the discussion of results. The last section concludes the
conclusion of the study and policy implementation.
2. Literature Review on Psychological Pricing and Consumer
Many researches have been studied to understand the factors that influence consumer buying
behavior, for instance:
In 1990 (Cohen and Chakravarti) applied a meta-analysis and found that the perception of quality
and price had stronger association with public acceptance of goods and services than consumer
description. In his book “Everyday Finance and Entrepreneurship” is 2008, Riggs stated that the
process of setting and implementing prices on goods and services called pricing, which was counted
as one of the most vital element of (4Ps) in marketing (Product, Place, Price and Promotion). That
was because price contributes with a great share in increasing company’s revenue, even though price
is determined by interaction between supply and demand (Budur et al., 2018; 2019). Schmitt (2012)
discussed that there were five main processes occur that consumer should take them in to their
decision when the brandy product exist. The processes were (identifying, experiencing, integrating,
signifying and connecting). Schmitt has created a model, which reflects an understanding that
consumers have various levels of psychological engagement with brands because of their various
tastes and preferences such as; different needs, motives and goals.
Larson (2014) in term of framing principles argued that free unit offer such as; buy one get one free)
will generate a greater response by consumers than discount price. Moreover, Larson mentioned that
generating sales and revenue could be more when free gift is offered than discount in price.
Khaniwali (2015) conducted a study to examine consumer behavior in the field of marketing. In this
study the focus was on examining the factor that may affect consumer buying behavior, as well as
noticing the factors that impact on their purchasing and decision making. This study found that both
internal and external factors had a significant effect on consumer’s buying behavior, and it played a
great role in providing proper marketing strategies. In 2003 (Ingenbleek et al.) conducted a study in
order to find out what was the proper new product pricing practice when they examined three main
pricing practice (consumer value, competition and cost). The results illustrated that contingency
approach was appropriate as there were no bad or best practices.

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On the other hand, (Al-Salamin and Al-Hassan, 2016) discussed the impact of pricing on consumer
buying behavior in Saudi Arabia. The study showed that the relationship between pricing and
consumer buying behavior was positive, which means the suitable prices encourage consumers more
willing to purchase goods and services. Moreover, in term of discount pricing strategy and bundle
pricing strategy there was no statistically significant differences among consumers response due to
(age, gender, marital status, qualification and monthly salary). However, the only difference
occurred was in gender’s perspective when it came to odd pricing strategy.
In their research on the behavioral measurement of young generation towards brand product in Saudi
Arabia in 2015 (Al-Salamin and et al.) illustrated that the purchasing process were negatively
affected by the price of brandy products. Beside this, even though young generations were
considered as a major part of society, their limited income usually prevent them from buying well-
known brand name items. (Oh , 2006 and Lefa,2007) discussed about the brand name items. The
first illustrated that the brand could be shifted from consumer’s hold set to consideration set, when
a price discount without and with a lower buying requirement apply to a brand in a hold set (Budur,
2018a). Meanwhile, there was not significantly difference between the two price discount impacts.
The latter founded that consumer value process will be significantly affected by brand awareness
and price fairness.
3. Methodology and Data Collection
The study objective is economic analyze to find out the impact of psychological pricing on
consumer’s behavior in term of buying goods and services in the five famous malls in Kurdistan
Region- Iraq. Furthermore, current section explains the data collection and the study sample. The
major parts of this section are the variables, population, sample, data collection as following:
Population and study sample: Even though, there are plenty of malls in Southern Kurdistan, however
only five famous malls in Kurdistan were selected; (Majidi Mall and Family Mall in Sulaimani),
(Majidi Mall and Family Mall in Erbil) and (Family Mall in Duhok). While the study sample includes
(437) persons (221 sellers and 216 buyers).
Data Collection Procedures: Questionnaire was used as an instrument for collecting primary data,
which has contained (44 and 38 questions) distributed to sellers and buyers respectively of five malls

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in Kurdistan Region to identify their views and suggestions regarding to the impact of psychological
pricing. Five hundred questionnaires were distributed and only (437 response) were recovered and
used as a basic of study.
Study Variables and Study Models: In order to achieve the study objectives, this study is based on
the descriptive analytical method (DAM) by using factor analysis (FA) with (Principal Component
Analysis), and (Person Correlation) methods. Moreover, the psychological pricing (independent
variable) and consumer’s behavior (dependent variable) are applying in SPSS. Moreover, the
description of the variables as follows:
Reasons of Buying
Factors that affect Buying
Sellers
Product’s price
Price discounting is a good way to increase selling
Nine-end has a good impact on increasing selling
Advertisement is a good impact on increasing selling
Quality of the product
Brand and type of the brand
Arranging the product by type and
sector
Good facilities and environment
Providing presents
Advertisement for the products
Using social medias
Buyers
Nine-end price affect my buying to up
Nine-end prices affect increase my buying to food and
drinks
Nine-end price increase my buying to clothes
Nine-end price increase my buying to make-up
Nine-end price increase my buying to electronic
product
Nine-end price increase my buying to cleaning stuff
Nine-end price increase my buying to furniture
Cheap product price
High quality of the products
Buy more within a shorter time
Majority of the brandy products are in
the malls
Environment and atmosphere inside the
malls
Malls have more security
Providing right and trusty information
on the price and type of the product
Providing good facilities during buying
and transporting them
Easily exchanging the product that
4. Result and Discussion
The results of study were carried out through applying various statistical techniques as follow:
4.1. Respondents Profile

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Preliminary data was collected via field survey from 437 persons, Respondents are asked to give
answers of the questions related to their personal information. The profile of a respondent are shown
in table (1).
Table 1: Respondent Demographic Profile
Source: Researchers' field survey, 2019.
The profile of buyer respondent shows that majority are male. (49.07%) of the whole sample are in
the age range of 18-25 years, (42.12%) married and 45.83% are holder of bachelor degree. Also,
(69.44%)of customer come from urban, while (30.56%) from suburban. On the other hand, sellers’
gender is close to each other for male and female, with 49.32% and 50.68% respectively. Same as
buyers, majority of sellers are in the age of 18-25 years with (65.61%). Meanwhile, bachelor holder
are 130 sellers with (58.82%).
Buyer
Seller
Information
Item
Percentage (%)
Item
Percentage
(%)
Gender
Male
67.59
Male
49.32
Female
32.41
Female
50.68
Age
18-25
49.07
18-25
65.61
26-35
31.01
26-35
31.67
36-45
14.81
36-45
2.26
Over 46
5.11
Over 46
0.46
Marital status
Married
42.12
Single
57.88
Qualification
None
2.31
None
1.80
Elementary
6.48
Elementary
2.26
Middle School
9.25
Middle School
6.78
High school
15.74
High school
19.45
Diploma
8.79
Diploma
9.04
Bachelor
45.83
Bachelor
58.82
Master and PHD
11.6
Master and PHD
1.85
Come from
urban
69.44
suburban
30.56
Malls
Sulaimani Majidi
mall
37
Sulaimani Majidi
mall
46
Sulaimani Family
mall
47
Sulaimani Family
mall
47
Erbil Majidi mall
45
Erbil Majidi mall
46
Erbil Family mall
37
Erbil Family mall
47
Duhok Family mall
50
Duhok Family
mall
35
Total
216
100
221

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4.2. The Result of the Scale Reliability
The Alpha-Cronbach coefficient was used to confirm the stability of the scale and to determine the
accuracy of the responses of the sample members. The table below shows the result of the alpha
coefficient Cronbach as follows:
Table 2: Alpha-Cronbach Coefficient of the Dimensions of the Questioner
Seller
Buyer
Distance
N of item
Alpha Value
Distance
N of item
Alpha Value
Reason
8
0.73
Reason
11
0.66
Effect
12
0.78
Effect
13
0.71
Source: Researchers' field survey, 2019.
Table (2) shows that the value of alpha coefficient cronbach for all dimensions is high and accepted.
The total level of the factors and variables for sellers are (0.73 and 0.78), while total level of the
factors and variables for buyer are (0.66 and 0.71). Thus, the results indicate the sample adequacy
for the use of factor analysis to clarify the factor structure, and all statements had greater than (0.6).
4.3. The Result of Factors Discussion: KMO
The Kaiser-Meyer-Olkin measure of sampling adequacy. The KMO statistic varies between (0 and
1) (Budur, 2018). A value of (0) indicates that the sum of partial correlations is large relative to the
sum of correlations, indicating diffusion in the pattern of correlations, while a value close to 1
indicates the patterns of correlation are relatively compact and so factor analysis should yield distinct
and reliable factors. Moreover, Kaiser (1974) recommends accepting values greater than 0.5 (values
below this should lead you to either collect more data or rethink which variables to include).
Furthermore, values between 0.5 and 0.7 are mediocre values between 0.7 and 0.8 are good, values
between 0.8 and 0.9 are great and values above 0.9 are super (Budur and Demir, 2019). The result
of Kaiser test as following:
Table 3: Kaiser Coefficient of the Measure for Sampling Adequacy
Seller
Buyer
Kaiser
Coefficient
N of degree of Freedom
Kaiser
Coefficient
N of degree of Freedom
0.75
190
0.83
276
Source: Researchers' field survey, 2019.

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From table (3), for the seller sample the value is (0.75) which falls into the range of being good, as
well as for buyer sample is (0.83) which falls into the range of being great. So, we should be
confident that factor analysis is appropriate for these data.
4.4. The Factor Analysis: Rotated Component Solution
Using factor analysis important to convert and divide the items and variables to several factors.
However, some items sometimes represent the same idea, thus these can be omitted if they are
redundant or unnecessary. Also the results of the factor analysis are shown in Table (4 and 5).
From Table (4) notes that many factors affect the consumer’s behavior and the impact of these
factors vary from one group to another, and within one group of another factor depending on the
degree of influence and rate of participation in the formation of the consumer’s behavior. Also, the
totality of the factors involved in the model are (%64), and distributed to six groups or six models*.
Table 4: Rotation Method and Factor Analysis to Determine the Importance of Variables
from the Point of View of Seller
Rotation Method: Component Transformation Matrix
* Model Estimation for Seller:
1. Cause Factors:
First Factor: Containing these variables (Y1, Y2) by total variance (%7.47)
F = 0.654Y1+0.740Y2
Second Factor: Containing these variables (Y3, Y4, and Y5) by total variance (%7.01)
F= 0.547Y3+0.717Y4+0.789Y5
Third Factor: Containing these variables (Y6, Y7, and Y8) by total variance (%5.01)
F = -0.680Y6+0.841Y7+0.792Y8
2. Effect Factors:
First Factor: Containing these variables (X1, X2, X3, and X4) by total variance (%20.21)
F = 0.707X1+0.774X2+0.708X3+0.56X4
Second Factor: Containing these variables (X5, X6, X7 and X8) by total variance (% 13.54)
F = 0.753X5+0.813X6+0.743X7+0.533X8
Third Factor: Containing these variables (X9, X10, X11 and X12) by total variance (% 10.43)
F= 0.737X9+0.801X10+0.850X11+0.819X12

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Factor Analysis: Extraction Method: Rotated Component Matrix
The main reasons and factors affect Buying in the mall in view of sellers
Factors /Variables
Factors /Variables
Cause
Share rate
(%)
Effect
Share rate
(%)
Advertisement for the
products
14.60
Nine-end price increase my
buying to cleaning stuff
9.78
Using social medias
13.75
Nine-end price increase my
buying to furniture
9.42
Good facilities and
environment
13.70
Nine-end has a good impact on
increasing selling
9.35
Quality of the product
12.85
Nine-end price increase my
buying to electronic product
9.21
Arranging the product by
type and sector
12.45
High price means high quality
8.90
Providing presents
11.81
Discounting price is a good
approach for increasing the
volume of selling
8.66
Product’s price
11.35
Nine-end price increase my
buying to make-up
8.48
Brand and type of the brand
9.497
Low price means low quality
8.14
Total
100
Prices and really suitable
8.13
Rotation Sums of Squared Loadings
Cumulative Variance/ R2 = 0.64
Nine-end prices affect increase
my buying to food and drinks
7.4
Price discounting are in
customer’s expectation
6.40
Nine-end price increase my
buying to clothes
6.13
Total
100
Source: Prepared by researchers based on SPSS.
As noted in Table (4) that within each group there is a difference between influencing factors, but
the (Advertisement for the products and Nine-end price) among the most important factors affecting
the consumer’s behavior which are equals (%14.60, %9.78) respectively. This is consistent with the
economic theory that there is a positive relationship between advertisement and selling. Moreover,
the impact of nine-end price on cleaning stuff and furniture. This may be due to the fact that the
majority of customer prefers to buy these two products.
Table 5: Rotation Method and Factor Analysis to Determine the Importance of Variables from
the Point of View of Buyer
Rotation Method: Component Transformation Matrix
Factor Analysis: Extraction Method: Rotated Component Matrix
The main reasons of Buying in the mall in view of buyers
Factors /Variables
Factors /Variables

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Cause
Share rate (%)
Effect
Share rate (%)
Nice environment and
atmosphere inside the malls
11.50
Nine-end price increase my
buying to cleaning stuff
9.04
Providing good facilities
during buying and
transporting them
11.00
Nine-end price increase my
buying to electronic product
9.00
I only go to the malls for
leisure time
10.20
High price means high
quality
8.76
Easily exchanging the
product that I disliked them
9.95
Nine-end price increase my
buying to furniture
8.45
Majority of the brandy
products are in the malls
9.76
Advertisement is a reason
to push my buying’s up
8.44
Malls have more security
9.74
Nine-end price affect my
buying to up
8.42
Cheap product price
9.25
Prices and suitable
7.70
High quality of the
products
9.00
Nine-end prices affect
increase my buying to food
and drinks
7.65
Good treatment inside the
malls
7.84
Price discounting is a good
way to increase my buying
7.33
Providing right and trusty
information on the price
and type of the product
6.63
Low price means low
quality
7.06
I would be able to buy
more within a shorter time
5.12
Price discounting reach my
expectation
6.09
Total
100
Nine-end price increase my
buying to make-up
6.55
Rotation Sums of Squared Loadings
Cumulative Variance/ R2 = 0.61
Nine-end price increase my
buying to clothes
5.52
Total
100
Source: Prepared by researchers based on SPSS.
From Table (5) notes that many factors affect the consumer’s behavior and the impact of these
factors vary from one group to another, and within one group of another factor depending on the
degree of influence and rate of participation in the formation of the consumer’s behavior. Also, the
totality of the factors involved in the model are (%61), and distributed to six groups or six models*.
As noted in Table (5) that within each group there is a difference between influencing factors, but
the (environment and atmosphere and Nine-end price) among the most important factors affecting
the consumer’s behavior which are equals (%11.50 , %9.04) respectively. This is consistent with the

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economic theory that there is a positive relationship between advertisement and selling. Moreover,
the impact of nine-end price on cleaning stuff and electronic. This may be due to the fact that the
majority of customer prefers to buy these two important*.
4.5. Person Correlation: Relationship between Cause and Effect Estimation
Current study applying (Pearson Correlation Checking) for testing study hypotheses: H1“there is a
positive correlation of Psychological pricing strategy (price, discount of price and Nine-end price)
on (consumer’s buying) in five famous malls in Kurdistan Region. Likewise, for answering study
question: “What is the specific factors that influence attracting customer and achieving their loyalty
in malls in Kurdistan region/ Iraq? the result reported in the table below.
Table 6: Person Correlation between Cause and Effect Estimation
* Model Estimation for Buyer:
1. Cause Factors:
First Factor: Containing these variables (Y1 and Y2) by total variance (%24.71).
F = 0.657Y1+0.639Y2
Second Factor: Containing these variables (Y4, Y5 and Y6) by total variance (%7.86)
F = 0.693Y4+0.817Y5+0.692Y6
Third Factor: Containing these variables (Y7, Y8, Y9 andY10) by total variance (%5.56)
F =0.557Y7+0.417Y8+0.707Y9+0.782Y10
Fourth Factor: Containing these variables (Y7 and Y8) by total variance (%4.51)
F =0.737Y7+0.670Y8
Fifth Factor: Containing these variables (Y3) by total variance (%4.18)
F =0.364Y3
2. Effect Factors:
First Factor: Containing these variables (X1, X2 and X3) by total variance 24.712%.
F = 0.674X1+0.767X2+0.618X3
Second Factor: Containing these variables (X9,X10,X11,X12 and X13) by total variance(% 9.31)
F = 0.483X9+0.574X10+0.788X11+0.792X12+0.740X13
Third Factor: Containing these variables (X4, X5 and X6) by total variance (%4.74)
F =0.533X4+0.642X5+0.739X6

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Seller
Reasons of Buying
Effect of Reduction
Reasons of Buying
Person Correlation
1
0.656
Sig.
0.000
0.000
Sample Size
221
221
Effect of
Reduction
Person Correlation
0.656
1
Sig.
0.000
0.000
Sample Size
221
221
Buyer
Reasons of Buying
Effect of Reduction
Reasons of Buying
Person Correlation
1
0.644
Sig.
0.000
0.000
Sample Size
216
216
Effect of
Reduction
Person Correlation
0.644
1
Sig.
0.000
0.000
Sample Size
216
216
The level of significance at level 0.05
Source: Prepared by researchers based on SPSS.
Table (6) shows that there is a significant statistical correlation between (Reasons of Buying and
Effect of Reduction) which equals (0.656 and 0.644) for seller and buyer respectively. Moreover,
Table(6) indicates that the p-value for all statements is 0.000, which is less than 0.05, therefore, as
a whole, we reject the null hypothesis (H0) and accept (H1). Thus, concluded that there are strong
positive relationship between psychological pricing strategy (price, discount of price and Nine-end
price) on (consumer’s buying) in five famous malls in Kurdistan Region.
4.6. Descriptive Statistics
This part indicates the level of agreeableness and disagreeableness of the respondents by seeing the
value of mean. The value of the mean, std. deviation and relative important are presented in
Appendix (1 - 4). From these Appendixes, in general the mean of all statements goes toward (4)
which shows that majority of the respondent surveyed are agree on the statement that Psychological
pricing strategy has significant impact on consumer’s buying behavior in Kurdistan Region.
5. Conclusion
Nowadays, getting loyal customers and sustaining them in a strong market competition became a
vital task. The study objective is economic analyze to find out the impact of psychological pricing
on consumer’s behavior in term of buying goods and services in the five famous malls in Kurdistan
Region- Iraq. The main objective of this study is to show the impact of psychological pricing on
consumer’s behavior in term of buying goods and services in the five famous malls in Kurdistan

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Region- Iraq. To achieve that, this study adopts descriptive analytical method (DAM) by using factor
analysis (FA) with (Principal Component Analysis), and (Person Correlation) methods, as well as,
the primary data from a survey of (221) sellers and (216) buyers who interests mall to meet the
needs, was conducted during 01/02/2019 to 01/03/2019. Distributing a questionnaire is used among
different types and groups of people as primary data to collect data and information as a way to
achieve the study’s objective. The most important findings of the study, show that (Advertisement
for the products, Environment for the malls and Nine-end price) are the main determinants of the
consumer’s behavior and nine-ending prices could be counted as one of the major factors that have
a positive significant impact on consumer behavior . Nearby this, there is a significant statistical
correlation between buyers and sellers. In addition, the results will be useful for any other upcoming
researches in this field. Moreover, the regional government and the concerned authorities should
develop a comprehensive plan to improve the standards of the malls. This is done by forming a
special body concerned with the affairs of costumers, providing the necessary supplies and services
in malls. Moreover, malls should prepare and organize programs for the attract and protect customers
to meet their needs and desires, with appropriate prices.
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Appendix 1 Questions of reasons of buying in term of seller
Relative
important
C.V
S.D
Mean
Strongly agree
Agree
No Sure
Disagree
Strongly
Disagree
Questions
No
No
No
No
No
%
%
%
%
%
83.8
23.87
1.00
4.19
110
64
32
10
5
Product’s price
49.8
29
14.5
4.5
2.3
82.8
24.88
1.03
4.14
107
61
33
16
4
Quality of the
product
48.4
27.6
14.9
7.2
1.8
83.4
23.98
1.00
4.17
107
66
31
13
4
Brand and type
of the brand
48.4
29.9
14
5.9
1.8
80.8
23.27
0.94
4.04
83
81
44
10
3
Arranging the
product by type
and sector
37.6
36.7
19.9
4.5
1.4
79
26.58
1.05
3.95
81
78
40
15
7
Good facilities
and environment
36.7
35.3
18.1
6.8
3.2
79.6
26.63
1.06
3.98
87
71
39
19
5
Providing
presents
39.4
32.1
17.6
8.6
2.3
78.2
28.39
1.11
3.91
84
69
38
24
6
Advertisement
for the products
38
31.2
17.2
10.9
2.7
81.8
26.16
1.07
4.09
108
50
42
17
4
Using social
medias
48.9
22.6
19
7.7
1.8
81.18
25.47
1.03
4.06
767
540
299
124
38
Sum
43.4
30.5
16.9
7.00
2.15

Ahmed, Majeed, & Salih
Volume 1, Number 3 2020, ISSN: Print 2735-9344, Online 2735-9352 Page | 89
Appendix 2 Questions of effecting buying in term of seller
Relative
important
C.V
S.D
Mean
Strongly
agree
Agree
No Sure
Disagree
Strongly
Disagree
Questions
No
No
No
No
No
%
%
%
%
%
66.4
34.94
1.16
3.32
35
71
64
32
19
Prices and
really suitable
15.8
32.1
29
14.5
8.6
61.6
41.88
1.29
3.08
37
51
58
43
32
High price
means high
quality
16.7
23.1
26.2
19.5
14.5
56.8
44.01
1.25
2.84
29
34
65
58
35
Low price
means low
quality
13.1
15.4
29.4
26.2
15.8
70.4
31.25
1.1
3.52
46
75
58
33
9
Price
discounting are
in customer’s
expectation
20.8
33.9
26.2
14.9
4.1
80
25.00
1.00
4.0
85
70
51
10
5
Discounting
price is a good
approach for
increasing the
volume of
selling
38.5
31.7
23.1
4.5
2.3
81.4
24.32
0.99
4.07
90
79
35
12
5
Nine-end has a
good impact
on increasing
selling
40.7
35.7
15.8
5.4
2.3
77.2
27.98
1.08
3.86
73
75
50
14
9
Nine-end
prices affect
increase my
buying to food
and drinks
33
33.9
22.6
6.3
4.1
81.8
22.74
0.93
4.09
89
76
45
8
3

Psychological Pricing Strategy and its Influences on Consumer’s Buying Behavior in Kurdistan Region
Volume 1, Number 3, 2020, ISSN: Print 2735-9344, Online 2735-9352 Page | 90
40.3
34.4
20.4
3.6
1.4
Nine-end price
increase my
buying to
clothes
77
24.94
0.96
3.85
58
95
49
14
5
Nine-end price
increase my
buying to
make-up
26.2
43
22.2
6.3
2.3
76.6
25.07
0.96
3.83
62
80
63
12
4
Nine-end price
increase my
buying to
electronic
product
28.1
36.2
28.5
5.4
1.8
76
25.00
0.95
3.8
54
89
63
9
6
Nine-end price
increase my
buying to
cleaning stuff.
24.4
40.3
28.5
4.1
2.7
76.8
25.52
0.98
3.84
64
79
63
9
6
Nine-end price
increase my
buying to
furniture.
29
35.7
28.5
4.1
2.7
73.5
29.39
1.05
3.68
722
874
664
254
138
Sum
27.22
32.96
25.04
9.58
5.20

Ahmed, Majeed, & Salih
Volume 1, Number 3 2020, ISSN: Print 2735-9344, Online 2735-9352 Page | 91
Appendix 3 Questions of reasons of buying in term of buyer
Relative
important
C.V
S.D
Mean
Strongly
agree
Agree
No Sure
Disagree
Strongly
Disagree
Questions
No
No
No
No
No
%
%
%
%
%
72.4
37.29
1.35
3.62
86
27
56
28
19
Cheap product
price
39.8
12.5
25.9
13
8.8
70.4
33.81
1.19
3.52
52
66
56
26
16
High quality of
the products
24.1
30.6
25.9
12
7.4
71.4
32.77
1.17
3.57
53
71
54
23
15
I would be able
to buy more
within a shorter
time
24.5
32.9
25
10.6
6.9
71.6
33.24
1.19
3.58
50
85
40
23
18
Majority of the
brandy products
are in the malls
23.1
39.4
18.5
10.6
8.3
74.2
31.54
1.17
3.71
61
83
35
23
14
Nice
environment
and atmosphere
inside the malls
28.2
38.4
16.2
10.6
6.5
73.8
33.33
1.23
3.69
68
67
43
21
17
Malls have
more security
31.5
31
19.9
9.7
7.9
69
33.33
1.15
3.45
48
57
68
31
12
Good treatment
inside the malls
22.2
26.4
31.5
14.4
5.6
62.4
37.82
1.18
3.12
29
53
72
39
23
Providing right
and trusty
information on
the price and
type of the
product
13.4
24.5
33.3
18.1
10.6
63.2
38.92
1.23
3.16
37
48
69
37
25
Easily
exchanging the
product that I
disliked them
17.1
22.2
31.9
17.1
11.6
63.4
41.01
1.30
3.17
43
46
59
40
28
Providing good
facilities during
buying and
transporting
them
19.9
21.3
27.3
18.5
13
59.4
50.84
1.51
2.97
54
30
40
40
52
I only go to the
malls for leisure
time
25
13.9
18.5
18.5
24.1
68.29
36.72
1.24
3.41
581
633
592
331
239
Sum
24.45
26.64
24.92
13.93
10.06

Psychological Pricing Strategy and its Influences on Consumer’s Buying Behavior in Kurdistan Region
Volume 1, Number 3, 2020, ISSN: Print 2735-9344, Online 2735-9352 Page | 92
Appendix 4 Questions of effecting buying in term of buyer
Relative
important
C.V
S.D
Mean
Strongly
agree
Agree
No Sure
Disagree
Strongly
Disagree
Questions
No
No
No
No
No
%
%
%
%
%
69.4
39.19
1.36
3.47
72
35
54
33
22
Prices and
suitable
33.3
16.2
25
15.3
10.2
64.8
37.96
1.23
3.24
35
65
60
30
26
High price means
high quality
16.2
30.1
27.8
13.9
12
65.2
40.18
1.31
3.26
48
52
51
39
26
Low price means
low quality
22.2
24.1
23.6
18.1
12
64.4
35.71
1.15
3.22
31
62
64
42
17
Price discounting
reach my
expectation
14.4
28.7
29.6
19.4
7.9
64.2
36.14
1.16
3.21
32
60
67
38
19
Price discounting
is a good way to
increase my
buying
14.8
27.8
31
17.6
8.8
63.8
38.56
1.23
3.19
37
52
67
36
24
Advertisement is
a reason to push
my buying’s up
17.1
24.1
31
16.7
11.1
72
35.28
1.27
3.60
69
53
51
25
18
Nine-end price
affect my buying
to up
31.9
24.5
23.6
11.6
8.3
71
32.11
1.14
3.55
45
83
50
22
16
Nine-end prices
affect increase
my buying to
food and drinks
20.8
38.4
23.1
10.2
7.4
68.6
35.57
1.22
3.43
46
72
45
36
17
Nine-end price
increase my
buying to clothes
21.3
33.3
20.8
16.7
7.9
67.4
33.53
1.13
3.37
36
69
65
31
15
Nine-end price
increase my
buying to make-
up
16.7
31.9
30.1
14.4
6.9
65.8
35.26
1.16
3.29
36
63
61
40
16
Nine-end price
increase my
buying to
electronic
product
16.7
29.2
28.2
18.5
7.4
63.4
36.91
1.17
3.17
30
56
69
40
21
Nine-end price
increase my
buying to
cleaning stuff.
13.9
25.9
31.9
18.5
9.7
60
41
1.23
3.00
31
43
63
51
28
Nine-end price
increase my
buying to
furniture.
14.4
19.9
29.2
23.6
13
66.2
6.72
1.36
3.31
548
765
767
463
265
Sum
19.52
27.24
27.31
16.49
9.44