Author(s): Appu A, Bhavana Raj K, Parag Kalkar and Arpan Shrivastava
The main purpose of the study is to measure the impact of multiple pricing strategy on channel selection by consumers, to measure the satisfaction level of consumers while shopping on multiple channels at multiple prices and to measure influence of consumer shopping orientation on cross channel usage. Buyers are strongly influenced by product prices, with customer satisfaction serving as a moderating factor. These theories were put to the test in a study of IT companies in Pune Maharashtra. The data was analysed by using SPSS and AMOS & Structural equation Modeling has used for analysis. The study's independent variables were product pricing and product information, whereas the study's dependent variable was consumers' actual purchasing behaviour. Product pricing was found to have a statistically significant association with the buyer decision process. Both full and partial mediation were found when satisfaction was used as a mediating variable between pricing and packaging. According to the findings of this study, (Rambabu, L., and Porika, R., 2020). roduct managers can influence consumers' buying behavior using a combination of pricing and packaging strategies. It's important to keep in mind that the results shown here only apply to the people whose names are listed in the study's acknowledgements. It would be more accurate if it had more samples from different demographic, psychological, and geographical groups. Multiple studies are needed to get more accurate and trustworthy results.