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A field experiment on the effect of .99 price endings

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  • Antonio FILIPPIN

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Abstract

The paper investigates the effect of . 99 price endings on consumer demand by means of a field experiment. Results tail behind other contributions showing how . 99 endings can be ineffective, casting doubts on their widespread use among retailers. When the . 99 ending price is removed an increase of sales emerges from descriptive statistics as well as a in multivariate framework in which only sales of the treated item are analyzed. However, such a counterintuitive effect does not survive in a diffs-in-diffs model in which also the daily sales of all the relevant substitutes are analyzed. Since a common shock at the time of the treatment does not emerge, the interpretation is that a different elasticity of demand drives the relative increase of sales during the treatment, when prices of the substitutes are on average higher. Once the different reactions to price changes are taken into account, the treated item does not display significantly higher sales as compared to its substitutes when the . 99 ending price is removed.

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File URL: http://wp.demm.unimi.it/tl_files/wp/2009/DEMM-2009_026wp.pdf
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Bibliographic Info

Paper provided by Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano in its series Departmental Working Papers with number 2009-26.

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Date of creation: 20 Oct 2009
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Handle: RePEc:mil:wpdepa:2009-26

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Keywords: Price ending; field experiment;

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