IDEAS home Printed from https://ideas.repec.org/a/ids/ijrevm/v12y2021i1-2p1-33.html
   My bibliography  Save this article

9-ending prices in retail advertisements: Indian consumers' price perception and proneness to buy

Author

Listed:
  • Santosh Kumar
  • Mrinalini Pandey

Abstract

This study examines the effect of the ubiquitous use of 9-ending prices in newspaper retail advertisements by mall retail stores on Indian consumers' price perception and proneness to buy. In order to collect data, a mall-intercept technique was used. The data were analysed using multivariate statistical techniques. Findings reveal that the use of 9-ending prices in advertisements, convenience benefit, enhanced value, discount price, and misleading action positively impact Indian consumers' price perception. However, entertainment benefit, value expression benefit, savings benefit, and low-quality do not significantly impact the Indian consumers' price perception. The Indian consumers' price perception towards the advertisements of 9-ending prices in newspapers and free home-drop advertising materials has a positive impact on their proneness to buy.

Suggested Citation

  • Santosh Kumar & Mrinalini Pandey, 2021. "9-ending prices in retail advertisements: Indian consumers' price perception and proneness to buy," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 12(1/2), pages 1-33.
    • Handle: RePEc:ids:ijrevm:v:12:y:2021:i:1/2:p:1-33
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=114971
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijrevm:v:12:y:2021:i:1/2:p:1-33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=99 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.