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- Title
Reference Price: Impact of Shopper's Behaviour at the Store.
- Authors
Sinha, Piyush Kumar; Prasad, P.V.R.
- Abstract
There has been considerable research in the area of reference prices. However, the impact of contextual variables that include the behaviour of shoppers at the store are limited. This paper attempts to incorporate variables such as purchase involvement, extent of search and shopping list/bill size along with some empirically tested variables to understand the construct of reference prices. It also fills the gap of comparing the different levels. So far, the comparison has been made only with internal and external reference prices, but not their components. The findings suggest that reference prices constructed compare across categories, though shoppers of frequently purchased products use more information at the store. The authors draw inferences for retailers and brand managers for managing price at the retail outlet.
- Subjects
RETAIL industry; RETAIL stores; SHOPPING; CONSUMERS; CONSUMER behavior; PRICES
- Publication
Decision (0304-0941), 2004, Vol 31, Issue 1, p19
- ISSN
0304-0941
- Publication type
Article