Consumer Preferences for 99-ending prices: the mediating role of price consciousness
This research addresses the persuasive effect of 99-ending prices and carries out a choice-based conjoint analysis among 318 shoppers. We propose that 99-ending prone consumers engage in a heuristic process either consciously — they consider a 99-ending as a signal for a “good deal”— or unconsciously — they round down 99-ending prices. This conceptual framework leads to non-intuitive and completely new sets of hypotheses in the examination of the drivers, mediator and moderators of 99-ending preferences. Results indicate that consumers who are more price conscious are more likely to choose 99-ending prices. Indeed, low involved shoppers (especially those with a low hedonic and symbolic involvement profile), low educated, low income and younger shoppers are prone to choose the 99-ending option. We also demonstrate that the magnitude of this 99-ending effect depends on the price level of the product category and the positioning of the brands. The theoretical contributions to the manner in which consumers process 99-endings has implications for retailers, pricing managers and social welfare
|Date of creation:||Apr 2011|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: +34 91 624-9630
Fax: +34 91 624-9608
Web page: http://portal.uc3m.es/portal/page/portal/dpto_economia_empresa
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:cte:wbrepe:wb110503. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.