Iranian Consumer Price Perception Framework Compared to Other Countries (Comparative Study)

Customers make decisions based on their perception of price, product features and other marketing mix elements. The important thing for marketing decision makers is consumers' perceptions of price, not their actual price. In this study, we try to explain the process of price perception and investigate the variables affecting price perception in Iranian customers and then compare the price perception of customers in other countries.The nature of the data and the style of analysis are collected in a qualitative research group through in-depth interviews with the data participants and also systematic review. From the perspective of the research method, it is analytical-descriptive and the research data are analyzed by content analysis method. Maxqda software is used to analyze the data. In this first step, we systematically study the factors of price perception according to all researches related to price perception and in the second stage the interviews are analyzed through content analysis method and then the results are compared. We have achieved a framework that consists of 6factors: economic, social, ethnic, service, marketing and buyer characteristics. Finally, out of a total of 14 identified themes, 12 themes were related to the existing concepts in the research background and 2 themes were identified as new concepts. These topics include services and distributors. 8 codes were found in the research background that were not repeated in the interviews. These codes include bias towards domestic goods, perceived value, durability, efficiency, coupon, bargaining during purchase, product portfolio, payment method