Effect of price difference, social hierarchy and indigenous social norm on fair price perception; analyzing on role of financing source.

Several research suggests that todays, as long as Sellers do not Act fairly in market, consumers will not encourage loyalty and re-purchasing, there are numerous factors that affect consumer perceptions that the main purpose of this study is to investigate the effect of price difference and The hierarchical and native social norm on a fair pricing perception by explaining the role of the source of financing. present study is a descriptive-survey research method, and in terms of purpose and Data collection is a library-field. present study was based on a pilot factorial design with eight different role playing scenarios, which was distributed in the form of a questionnaire among the customers of the International Parsian Hotels, and Data were collected from 240 questionnaires were analyzed. The results of the research show that there is no significant difference between the effect of price difference at two prices of 10,000 Toman and 150,000 Toman on fair perception, but there is a significant difference between the effect of hierarchical and native social norms on perception Fair. as well as the results of factor analysis showed that the interactive effect of the source of financing by the person or organization was confirmed in relation to social norms and fair perceptions, but the interactive effect of the source of financing by the person or organization was not approved in relation to price differences and fair perceptions.