Az árak észlelése és értékelése(Perception and Evaluation of Prices)

A 2008-ban kezdődött gazdasági válság a korábbiaknál is fontosabbá tette az árakat a vásárlók számára. Azt eddig is mindenki tudta, hogy az árak alapvetően befolyásolják a fogyasztók vásárlási döntését. Arra a kérdésre azonban, hogy miképpen, már nem mindig tudunk pontos választ adni. A közgazdaságtan szerint az árak csökkenése növeli a fogyasztók vásárlási hajlandóságát és fordítva, az árak emelkedése kisebbíti azt. A valóság azonban nem mindig írható le közgazdaságtani fogalmakkal vagy matematikai képletekkel. _______ Since the beginning of the global economic recession prices have become more and more important for sellers and buyers. To study the role of prices in consumer behaviour is a rather new field of marketing research. The paper starts out from the fact that prices can be regarded as a multidimensional stimulus, which influences the purchasing decision of consumers. The study describes the process how, in this multidimensional pricing environment, consumers get from the perception through the evaluation of prices to the purchasing decision. According to the model constructed by the author the perception of prices depends on the presentation of prices and on the willingness and ability of people to numerically perceive and evaluate the different presentations of prices. In the process how consumers get from the perceived prices through the excepted prices to the purchasing decision the perceived value plays the most important role. The perceived value is motivated by the internal and external reference prices and the perceived reference value. The paper comes to the conclusion that in recession and post recession times, companies are compelled to understand these processes better to be able to set their price points according to the changing buyers behaviour.

Versenyképesség-történetek - Nemzetgazdasági versenyképességről szóló vélekedések összehasonlító elemzése = Narratives on Competitiveness – A Comparative Analysis of Perceptions and Concepts about National Competitiveness

The scope of the present study is twofold. First, through in-depth interviews, it aims to explore the perception and concepts of non-political leaders (Deputy State Secretaries and Heads of Department) of the Hungarian economic bureaucracy concerning the competitiveness of the Hungarian economy. Second, it compares the obtained results to the perception and concepts salient in the political and business sphere as well as in the methodology of the international competitiveness rankings. The analysis covers issues of competitiveness such as (1) problems of the competitiveness of Hungarian economy, (2) directions of good policy, (3) agents of competitiveness, (4) future of the Hungarian economy, (5) political obstacles of good policy.