Beitrag, Englisch, 12 Seiten, International Journal of Research in Marketing
Herausgeber / Co-Autor: W. Steiner
Erscheinungsdatum: 01.12.2007
Seitenangabe: 312-323
Aufrufe gesamt: 830, letzte 30 Tage: 4
Verlag
International Journal of Research in Marketing
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While marketing theories provide some justification for the common practice of setting 9-ending prices, the results of empirical studies are not conclusive on the effects of odd pricing. Nearly all empirical studies have been conducted at the aggregate consumer level, thereby implicitly assuming that consumers respond to odd prices homogeneously.
In this research, we analyze consumers\\\\\\\' preferences for 9-ending versus 0-ending prices at the individual level. Our findings suggest that some consumers strongly prefer 9-ending prices, whereas other consumers favor 0-ending prices. We further address the existence of level effects and investigate the influence of consumer characteristics on preferences for odd prices.
Keywords: Odd price; Even price; Heterogeneity; Hierarchical Bayes; Conjoint