search query: @author Gendall, P. / total: 6
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| Author: | Gendall, P. Holdershaw, J. Garland, R. |
| Title: | The effect of odd pricing on demand |
| Journal: | European Journal of Marketing
1997 : VOL. 31:11-12, p. 799-813 |
| Index terms: | PRICING DEMAND CONSUMER BEHAVIOUR RETAILING |
| Language: | eng |
| Abstract: | This paper provides support for the odd pricing assumption, which is that odd prices result in greater than expected demand, resulting in "kink" in the traditional downward sloping demand curve. The paper presents of a study designed to investigate the effect of odd pricing on respondents' purchase probabilities for six products ranging in price from $5 to $500. For each product a demand curve was estimated and the differences between expected and actual purchase probabilities at each odd price level were examined. For all products demand was higher than expected at or both of the odd price points tested. The effect was particularly marked for the lower-priced items and for prices ending in the digit 9. |
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