search query: @indexterm RETAIL PRICING / total: 107
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| Author: | Schindler, R. M. Kibarian, T. M. |
| Title: | Increased consumer sales response though use of 99-ending prices. |
| Journal: | Journal of Retailing
1996 : Summer VOL. 72:2, p. 187-199 |
| Index terms: | MARKETING STRATEGY RETAIL PRICING CONSUMER BEHAVIOUR MAIL ORDER SELLING DIRECT SELLING |
| Language: | eng |
| Abstract: | Through the cooperation of a direct-mail women's clothing retailer, the authors were able to conduct a well-controlled experiment testing the sales effect of using retail prices that end in the digits 99 rather than 00. The results indicated that the use of 99 endings led to increased consumer purchasing. This finding demonstrates the importance of the manager's decision concerning a price's rightmost digits. |
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