Kamzabek T.Anarbay B.Amirshoev Sh.2023-12-042023-12-042020T. Kamzabek , B. Anarbay , Sh. Amirshoev / REFERENCE PRICE, PRICE PERCEPTION AND WILLINGNESS TO PAY / СДУ хабаршысы - 20202709-2410https://repository.sdu.edu.kz/handle/123456789/882Abstract. The product price plays a strategical role for both organizations, in terms of profitability and consumer lives in terms of utilitymaximizing. However, it is difficult to predict consumer behavior toward established prices by firms. The research works predict that consumer price perception and willingness to pay are different. Also, a consequence of price has been analyzed under three theories (1) Adaptation theory (2) assimilation theory and (3) transaction utility theory. In addition to that, this work shows five types of price perception (positive and negative price perceptions) and consumer model of willingness to pay.enreference priceprice perceptionwillingness to payСДУ хабаршысы - 2020№1Article