Identification of Factors Affecting Overall Store Price Image (OSPI): A Meta Synthesis Approach

In general, overall and perceptional conception of consumers related to the price of a store is known as the overall store price image. OSPI plays a key role in customers purchasing decision making and also competitive power of stores. Hence, the aim of this research is to identify affecting and formation factors of OSPI. This aim was done through the Meta synthesis analysis. Finally 24 researches were selected after CASP[1] analysis. The selected researches were introduced to Maxqda software for coding. After coding process 63 codes were identified. From the referral point of view, price level code (12 referrals), price fairness (8 referrals), reference price, promotion and discount codes (7 referrals per each code) were most important based on their referral frequencies. In the next step, codes were divided to 23 themes and themes were categorized into 8 categories. Using the Meta synthesis analysis for conceptual model making is the innovation of this research.
[1] . Critical Appraisal Skills Program (CASP)