| Tekijä: | Diller, H. Brielmaier, A. |
| Otsikko: | Die Wirkungen gebrochener und runder Preise. Ergebnisse eines Feldexperiments im Drogeriewarensektor |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1996 : VOL. 48:7/8, p. 695-710 |
| Asiasana: | PRICE POLICY PRICE THEORY EMPIRICAL RESEARCH CONSUMER GOODS FIELD RESEARCH RETAIL PRICING |
| Kieli: | ger |
| Tiivistelmä: | The article adresses a theory-driven, empirical analysis of the impact of rounding-up odd prices for fast moving consumer goods (sold in drugstores). The focus of the analysis is to examine the effect of rounding-up the prices of approximately 450 articles to the next higher even price level (in 10-Pfennig units). A controlled market experiment was carried out in eight drugstores. As it was designed according to the experimental/control groups (before and after) design, it was possible to eliminate temporal influences and thus to examine the net effect of the price rounding on price consideration, price judgements, sales volume and value, price smaller than retailers frequently assume. We demonstrate that consumers prefer even prices to odd prices, and that even prices can therefore be applied to influence the image of retail companies positively. |
SCIMA