Presenting a Price Perception Framework for Different Consumers of Iranian Ethnicity

Customers make decisions based on their perception of price, product features and other marketing mix elements. So what matters to marketing decision makers in organizations is how customers perceive the mix of marketing elements, not their reality. The present study tries to explain the process of price perception and to investigate the variables affecting price perception among Iranian ethnic groups based on Liechtenstein model. The purpose of this study is to develop concepts. It’s a qualitative research and based on the method of data collection from the participants. From the perspective of the research method, it is analytical-descriptive and the research data are analyzed by content analysis method. The research studies three ethnics, Kurdish people, Persian and Turkish consumers. The results show that consumers' price perceptions of the three ethnicities are different and this difference is due to the influence of culture on their price perception. 80 codes, 14 concepts and 6 themes are the results of this research. Kurdish consumers participate in producing 53 codes and Persian participate in producing 64 codes and Turkish consumers participate in producing 67 codes of these results.