search query: @indexterm PRICE THEORY / total: 201
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| Author: | Baumgartner, B. Winfried, J.S. |
| Title: | Are consumers heterogeneous in their preferences for odd and even prices? Findings from a choice-based conjoint study |
| Journal: | International Journal of Research in Marketing
2007 : DEC, VOL. 24:4 p. 312-323 |
| Index terms: | price theory consumer behaviour |
| Freeterms: | hierarchical bayes |
| Language: | eng |
| Abstract: | In this study the authors research the effectivity of common practice of setting 9-ending prices (e.g, 19.99 or 89.99) over 0-ending prices (e.g, 20.00 or 90.00.) The authors analyze the consumers preferences for 9-ending versus 0-ending prices at the individual level of the consumer. The authors findings indicate that some consumers do prefer 9-ending prices, however other consumers favor 0-ending prices. Thus they do not fully agree with many previous empirical studies - conducted in the aggergate consumer level - that have suggested that customers respond to odd pricing homogeneously. |
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