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| Tekijä: | Chen, Y. Narasimhan, C. Zhang, Z. J. |
| Otsikko: | Research Note: Consumer Heterogeneity and Competitive Price-Matching Guarantees |
| Lehti: | Marketing Science
2001 : SUMMER, VOL. 20:3, p. 300-314 |
| Asiasana: | CONSUMERS COMPETITION PRICES |
| Kieli: | eng |
| Tiivistelmä: | In this study the authors show that price-matching guarantees can indeed facilitate competition: The expected prices and profits can be strictly lower when all stores adopt price-matching guarantees than when they are not allowed to. This is because the adoption of price- matching guarantees generates not only a competition- dampening effect, which has been recognized in the literature, but also a competition-enhancing effect. This latter effect comes from the fact that price-matching guarantees encourage price search by those consumers who prefer to shop at a particular store but are mindful of saving opportunities. These consumers will have incentives to obtain the rival store's price when their favorite store offers price-matching guarantees to avail themselves of the lowest possible price at their favorite store. |
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