The Effect of Price Sensitivity on Purchase Targets in Modern Retails: The Mediating Character of Consumer Emotional Reaction

Price sensitivity and purchase intensity have a link to the emotional consumer reaction. There is a need to review the topic from the lens of the present needs of the market so the price sensitivity could be rated better by revealing the emotional needs of the customer and the impact of price sensitivity upon the sales of the items in the retail market. The study aims to review the effect of price sensitivity on purchase targets in modern retail: the mediating character of consumer emotional reaction. The data has been collected with the help of Google Form from 100 respondents making sure that they are giving feedback for the retail market. PLS smart software has been explored to find out the results and ensure the quantitative analysis has been discussed. It has been found that there is a positive connection between price sensitivity in the context of purchase targets in moderate retail. Consumer emotional reaction has a mediating impact because it cannot be ignored in this perspective where discounts and sales play an essential role in enhancing the mindset of the consumer's emotional concerns. It is recommended that sales and discounts should be available by the managers in enhancing the purchase targets and making sure that modern retail can explore the consumer emotional reaction in dealing with the marketing and digital support.