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@article{199897,
        author = {Vijay Ganesh K S and Thriloga Chandra Murthy S and Vishal E and Prasannakarthi M and Pradeep Jeevan G and Nandini Anil},
        title = {THE STUDY ON NEED OF TRANSPARENCY & GENUINE PRICING TO INFLUENCE CUSTOMER BUYING PATTERN},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {180-185},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199897},
        abstract = {Online shopping has grown rapidly in recent years, and along with it, consumers have become more conscious about how companies present their pricing. This study looks at whether transparent pricing and honest business communication affect consumer purchasing decisions in any meaningful way. With so much information available online, buyers tend to compare prices before making a decision, and they are more likely to return to a brand they consider trustworthy and straightforward.
To study this, a questionnaire was distributed to 200 respondents covering various aspects of their shopping behaviour and opinions on pricing fairness. The collected data was analysed using percentage analysis, Chi-square tests, and ANOVA to understand whether pricing transparency has a statistically significant influence on buying decisions.
A key finding was that hidden charges and unstable pricing are among the primary reasons consumers abandon purchases or switch to competitors. Shoppers do care about price, but they value clarity even more. When pricing is straightforward and consistent, consumers feel more comfortable completing a purchase. Brands that communicate honestly tend to build stronger customer relationships, and that kind of loyalty becomes a real advantage in a competitive market.},
        keywords = {Consumer relationship, Transparency in marketing, Ethical standards, Genuine pricing, Brand loyalty, and Case Study Analysis.},
        month = {May},
        }