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| Author: | Bray, J. P. Harris, C. |
| Title: | The effect of 9-ending prices on retail sales: a quantitative UK based field study |
| Journal: | Journal of Marketing Management
2006 : JUL, VOL. 22:5-6, p. 601 617 |
| Index terms: | prices United Kingdom marketing RETAILING |
| Freeterms: | stores |
| Language: | eng |
| Abstract: | The large incidence of 9-ending prices is not a new subject in the debates nor is it a new phenomenon in itself. The surveys have shown that about 64 per cent of retail shelf prices end with the number 9. The effectiveness of this practice has been studied only little and no quantitative studies assessing the consumer reaction to the 9-ending prices can be found in the UK. This article presents an extensive store-based test, where the prices for a selection of products were rounded up from the traditional 9-ending prices to round pound prices. In the trial stores the sales increased showing that the round pound prices may be more effective. The results seem very interesting and the article provides a clear indication of the value, which future research on this area could generate. |
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