Modeling Behavioral and Economic Factors Influencing the Acceptance of Price Increase Statements in the Ready-Mix Concrete Industry

Abstract

This study aims to design a comprehensive model for developing effective price increase statements in Iran’s ready-mix concrete industry under inflationary conditions. A qualitative research design based on grounded theory was employed. Data were collected from two sources: (1) qualitative content analysis of 40 price increase statements issued by companies in several sectors (particularly the concrete industry), and (2) semi-structured interviews with 15 industry experts, including senior managers, marketing specialists, and economic analysts. Data were coded and analyzed using MaxQDA 2022. Sixty initial conceptual codes were extracted and then categorized into 10 axial codes and finally 8 main categories. Credibility was ensured through data triangulation, participant validation, and theoretical saturation. The results indicated that price increases in the ready-mix concrete industry represent a complex and multidimensional phenomenon influenced by economic, communicational, and managerial factors. The three core categories with the highest frequencies were: cost pressures (rising raw material, energy, and labor costs), macroeconomic conditions (inflation and currency fluctuations), and communication strategies (transparency, tone, and responsiveness). Complementary categories included quality and innovation, risk management, customer and market concerns, environmental pressures, and market competitiveness. Findings highlight that acceptance of price increases depends not only on economic justification but also on how the message is communicated and perceived by customers. The study proposes a conceptual model demonstrating that effective price increase statements require integrating three key dimensions: economic rationality, transparent communication, and long-term strategic orientation. The model serves as a practical guide for managers to design messages that are simultaneously fair, transparent, and value-driven, ultimately reducing customer resistance and strengthening relationships during inflationary periods.