Abstract

The study aimed to identify pricing strategies impact on purchasing decision making for supermarkets customers in Najran city. To test the study hypotheses, a random sample of 203 respondents were selected from the study population which consists of all customers who do shopping at supermarkets stores. To get results, study used Partial Least Squares Structural Equation Modeling to test relationships between independent variables and dependent variable purchasing by using demographic variables for study sample as moderator variable between dependent variable and independent variable. The results of the study showed that the dimensions of the pricing strategies variable have an average effect on the purchasing decision of the supermarket customers in Najran. In addition, demographics variables adjust the relationship between pricing strategies and customer purchasing decision. The researchers made a number of recommendations; the most important of it, which is the necessity for supermarkets in Najran to adopt the pricing strategies (Low prices strategy, high – low prices strategy, discount prices strategy, and psychological pricing strategy) in order to attract the largest number of customers to buy their products.