Comparative Analysis of Three Psychological Pricing Techniques in Online and Offline Environments

This article is devoted to consumer perceptions of the main psychological pricing techniques in online and offline environments. The theoretical framework is based on concepts from behavioral economics and marketing theory related to the left-digit effect, the anchoring effect, reference prices, and the framing of price information. The main objective is to analyze and compare how different psychological pricing techniques are perceived in the context of omnichannel commerce and to outline the importance of the retail environment as a factor influencing their applicability. To achieve this objective, a survey was conducted, and the data were processed and presented through descriptive and comparative analysis. The article has both theoretical and practical relevance, contributing to a more precise understanding of the relationship between pricing techniques and the context of their application, and supporting the development of the most appropriate pricing strategies in online and offline commerce.