When consumers want to obtain products or services, they need to pay the price of this product. amount of the price also become a major source of companies profit. So how to decrease consumers price sensitivity, so that consumers are willing to pay more money, will be a important issue if company want to earn the greatest profits.
According to the previous studies discovered that consumer purchase behavior, price knowledge, quality information perceived, customer loyalty, customer satisfaction effect to consumer price sensitivity. Those variables were focused on the relationship between consumer characteristic and consumer price sensitivity, that was belonging to the inactive marketing. If company wants to get more competitive advantage in the future. It must increase consumer value perceived by initiative marketing. So the main purpose of our study is to discussion customer empowerment will decrease consumer price sensitivity or not.
Our study choose beauty salon for research industry, composed the data by convenient sampling and structure questionnaire to collected 421 questionnaires from the students in Chinese Culture University. There were 396 questionnaires returned, amount of all questionnaires, it had 361 questionnaires were valid. that means the response rate is 86 percentage.
The result of our study shows that between customer empowerment and consumer price sensitivity are negative correlation. It means when customer empowerment higher then consumer price sensitivity will be decrease. According the results, this paper will probe the meaning of theoretical and practical, then provide some suggestions in the future.
