IMPACT OF DEMOGRAPHIC FACTOR INCOME ON THE DECOY EFFECT for two examined products categories

According to the previous research about consumer behaviour, adding a decoy option (inferior option) set of original options often increases individual’s preference for one over other option. In this paper, possible impact income as traditional demographic factor on phenomenon is explored and discussed in case two product categories: washing machines gym season-tickets. The analysed data were obtained an online experiment with 260 participants where presence effect has been confirmed mentioned categories. sizes groups based level are tested by Chi-squared test. It was found out that not all categories display which exhibited differed between examined strength proved be dependent category.