Impact of Price Sensitivity on Buying Behaviour

This research explores the influence of price sensitivity on consumer behavior, focusing on purchasing decisions in competitive markets. The study investigates key factors such as online shopping frequency, brand loyalty, and the impact of pricing strategies on consumer choices. A descriptive research design was adopted, utilizing primary data collected through a structured questionnaire. Data analysis was performed using SPSS, including correlation and regression analysis to examine the relationships between price sensitivity, income levels, and brand-switching behavior. The results indicate that while price sensitivity plays a significant role in shaping purchasing behavior, factors like brand loyalty, product quality, and consumer trust have a substantial influence as well. The study concludes that businesses should adopt a balanced pricing strategy that integrates competitive pricing with strong brand positioning and customer engagement to optimize sales and customer retention. Keywords—Price Sensitivity, Consumer Behavior, Brand Loyalty, Online Shopping, Pricing Strategies, Regression Analysis.