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Prix ? terminaison "9" et influence du comportement d'achat: Une ?valuation lors d'une vente en porte-?-porte

Author

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  • Renzo Ardiccioni
  • Nicolas Gu?guen

Abstract

Nine-ending price and consumer behavior: An evaluation in a door-to-door buying context - The effect of nine-ending prices on consumer?s behavior was little studied whereas its practice is largely used. Only one experimental research showed that it did not contribute to increase the number of purchasers but leads to increase the average basket of the purchaser. After presented a review of research on this topic and its theoretical state, we proposed a new experiment were salesmen, in a door-to-door context, sold pastry makings for the profit of a human organisation. The prices, given verbally, were either with a 9-ending termination (1.99 ? an half-dozen of crepes) or with a "full" termination (2.00 ? the crepe half-dozen). The results show a positive effect of the "9-ending" prices on the rate of purchasers but not on the average basket. These contradictions are discussed according to a contextual approach.

Suggested Citation

  • Renzo Ardiccioni & Nicolas Gu?guen, 2010. "Prix ? terminaison "9" et influence du comportement d'achat: Une ?valuation lors d'une vente en porte-?-porte," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(2), pages 129-141.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2010-002007
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