Author:
Kenning Peter,Evanschitzky Heiner,Vogel Verena,Ahlert Dieter
Abstract
PurposeThe aim of this study is to analyze consumers' price knowledge in the market for apparels.Design/methodology/approachAfter reviewing earlier attempts at assessing the construct, the price estimation error “PEE” was used, a measure based on explicit price knowledge stored in long‐term memory, as a valid indicator of price knowledge.FindingsThe results, including data from about 1,527 consumers on 66 products from the German apparel market, indicate that price knowledge is relatively low.Originality/valueAlthough, in the literature, there are several studies on price knowledge in the food industry, little is known about price knowledge in other industry sectors. This is quite surprising since pricing strategy is a concept which is vitally important to all retailers. Therefore, this study is a first contribution to extending the concept of behavioral pricing to the apparel market.
Subject
Business and International Management,Marketing
Reference60 articles.
1. Aalto‐Setälä, V. and Raijas, A. (2003a), “Actual market prices and consumer price knowledge”, Journal of Product & Brand Management, Vol. 12 No. 3, pp. 180‐90.
2. Aalto‐Setälä, V. and Raijas, A. (2003b), “Consumer price knowledge before and after the euro changeover”, International Journal of Consumer Studies, Vol. 12 No. 3, pp. 210‐7.
3. Adam, D. (1958), Les réactions du consommateur devant le prix, Sedes, Paris.
4. Alba, J.W., Mela, C.F., Shimp, T.A. and Urbany, J.E. (1999), “The effect of discount frequency and depth on consumer price judgments”, Journal of Consumer Research, Vol. 21, pp. 219‐35.
5. Apparel Magazine (2004), “The results are in”, Apparel Magazine, Vol. 46 No. 2, p. 7.
Cited by
17 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献