مطالب

Given the importance of the issue of fairness perception in the case of a currency crisis, in this study, we aim to analyze the effect of the type of fairness and the impact of the price increase on the customer's perception of price fairness during the currency crisis in domestic and foreign brands., the conclusion, and analysis in the fourth section of the study, and finally, in the fifth section, the limitations and suggestions for future research have been described. Furthermore, this study doesn’t touch on the effect of losing the purchasing power of people -customers- as well as inflation. Also, luxury goods are not included as their prices are unrelated to the currency crisis. The present study aims to examine and analyze the factors affecting the customer's perception of fairness in the case of a currency crisis. For this purpose, five different scenarios encompassing five different types of domestic and foreign products were used. Each questionnaire was randomly distributed among 50 people. Nonparametric t-test and ANOVA were used for data analysis. The pairwise comparison indicates that in all scenarios, the perception of fairness in the foreign market basket is significantly higher than the perception of fairness in the domestic market basket. Also, in all scenarios, there is a significant difference between the perception of fairness in the Iranian market basket and the foreign market basket. This study can be beneficial to formulating and implementing firm pricing strategies.

This research was conducted with the aim of investigating the effect of perceived luxury on willingness to pay extra with the mediating role of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. The upcoming research is applied in terms of purpose and descriptive-causal in terms of nature. The investigated variables are in the form of a conceptual model that includes the independent variable of perceived luxury, mediating variables of perceived quality and self-congruity, and the dependent variable of willingness to pay extra. The statistical population studied in this research was all the customers of luxury restaurants in Ahvaz city, and 384 of these people were surveyed through Cochran's formula and in a non-random way. The data required for the research were collected and analyzed through the standard questionnaire of Lee et al. (2022). The results showed that the perceived luxury has an effect on the willingness to pay extra directly and indirectly through the mediating variables of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz.