IMPACT OF CHARM PRICING STRATEGY TO THE BUYING BEHAVIOR OF GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS AT IMMACULADA CONCEPCION COLLEGE

Abstract

Charm pricing strategy is psychological pricing, a marketing strategy that manipulates customers' perception of a good price by making products appear more affordable and appealing, with prices ending in odd numbers performing better. This study aimed to determine how the charm pricing strategy influences Grade 12 Accountancy, Business, and Management (ABM) students at Immaculada Concepcion College to purchase a product. The researchers acquired 171 responses from section ABM 1-8 that participated. This study utilized simple random sampling and descriptive research design. Using the weighted mean formula, that findings revealed that the charm pricing strategy has significantly influenced the buying behavior of Grade 12 Accountancy Business and Management students. According to the data obtained, the majority of respondents experience charm pricing strategies through promotional discounts and product appearance. The respondents have buying behavior in terms of dissonance-reducing, habitual, and variety-seeking behavior through charm pricing tactics by giving them a sense of saving money. The researchers suggest that developing and implementing charm pricing strategies could benefit business owners targeting consumers and highlight the need for future research on the impact of charm pricing on consumer buying behavior.