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Das Preissetzungsverhalten von Handelsbetrieben im Zuge der Währungsunistellung auf den Euro

Author

Listed:
  • Lothar Müller-Hagedorn

    (Universität zu Köln)

  • Stephan Zielke

    (Universität zu Köln)

Abstract

Summary The object of the present contribution is to analyse the pricing practice of retailers in terms of the psychology of prices and to point out ways of applying this to pricing in euros. In the first place it is shown what price figures retailers currently favour, and then it will be demonstrated how they can adapt the translated prices in line with desired optical effects. For this purpose a rounding-model is developed on the basis of a random sample. It is discussed, how the model can be used to adjust the price-level due to Strategie reasons. On the tactical level it is discussed, how compensatory pricing can be used to take competition into aecount.

Suggested Citation

  • Lothar Müller-Hagedorn & Stephan Zielke, 1998. "Das Preissetzungsverhalten von Handelsbetrieben im Zuge der Währungsunistellung auf den Euro," Schmalenbach Journal of Business Research, Springer, vol. 50(10), pages 946-965, October.
    • Handle: RePEc:spr:sjobre:v:50:y:1998:i:10:d:10.1007_bf03371542
    DOI: 10.1007/BF03371542
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    References listed on IDEAS

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    1. Schindler, Robert M. & Wiman, Alan R., 1989. "Effects of odd pricing on price recall," Journal of Business Research, Elsevier, vol. 19(3), pages 165-177, November.
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