Incorporates: Pricing Strategy and Practice
Online from: 1992
Subject Area: Marketing
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|Title:||The effect of price as a marketplace cue on retail patronage|
|Author(s):||Marguerite Moore, (Department of Retailing, University of South Carolina, Columbia, South Carolina, USA), Jason Carpenter, (Department of Retailing, University of South Carolina, Columbia, South Carolina, USA)|
|Citation:||Marguerite Moore, Jason Carpenter, (2006) "The effect of price as a marketplace cue on retail patronage", Journal of Product & Brand Management, Vol. 15 Iss: 4, pp.265 - 271|
|Keywords:||Consumer behaviour, Pricing, Retailing|
|Article type:||Research paper|
|DOI:||10.1108/10610420610679647 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of the study is to examine the effect of consumer price attitudes, which operate as marketplace cues, on retail format choice across a variety of store types in the USA.
Design/methodology/approach – A cross-section of US consumers (
Findings – Findings suggest that price cues affect consumer format choice. Price consciousness and sale proneness tend to positively impact patronage of retail formats that implement low cost strategies, while prestige sensitivity and price/quality schema tend to positively impact patronage of retail formats that implement higher price strategies.
Originality/value – As US retail markets continue to move toward saturation and consumers take advantage of price competition, understanding the role of price as a driver of retail choice is important for strategic planning. This is particularly important when communicating store pricing policy to the target consumer. The research extends previous price cue research, which focuses on products and brands, to the retail store level.
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