Does unit pricing influence store price image dimensions and shopping intentions for retail stores?

While previous literature focusses on the impact of unit pricing on the customer level by analysing customer awareness and product choice, the present research aims to highlight the impact unit pricing has at the store level.

The impact of unit pricing on the store price image is investigated in two experiments. While the first experiment assesses the general influence of unit price presence and unit price prominence on store price image, the second experiment provides further insights into the influence of unit price prominence on store price image and shopping intentions under consideration of moderating variables.

This research demonstrates that the availability of unit prices influences several store price image dimensions positively, namely, price processibility, price perceptibility and evaluation certainty. There is also an indirect positive effect on value-for-money perception. Furthermore, unit price prominence has a positive effect on the dimension price processibility. There is a positive influence of unit price presence and unit price prominence on the consumers’ intention to shop at a given store through the store price image.

This paper adds to the existing unit price and store price image literature and derives implications for retailers as well as for policymakers regarding the presentation of unit prices on price labels. Policymakers can use the results for motivating retailers to use unit price information more actively and present it more prominently beyond the minimum regulatory standards.