Retailers' use of partially comparative pricing From across category to within category effects.

By:

MINIARD, PAUL W

Contributor(s):

MOHAMMED, SHAZAD MUSTAPHA

Material type:

Mixed materialsPublication details: 2013Description: 33-48Subject(s):

RETAIL MANAGEMENT

NLM classification:

658.87

In: JOURNAL OF MARKETINGMSummary: Prior research suggests that partialy comparative pricing - in which a retailer provides pric comparisons for some but not all, of its products- is a double edged sword. On the one hand, such pricing improves beliefs about the retailer's competitive price advantage on comparatively prices products for which its prices are compared with a competitor. On the other hand, it has been shown to damage perceptions of the retailer's noncomparatively priced products relative to those charged by the competition.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/4	Available		P15033

Prior research suggests that partialy comparative pricing - in which a retailer provides pric comparisons for some but not all, of its products- is a double edged sword. On the one hand, such pricing improves beliefs about the retailer's competitive price advantage on comparatively prices products for which its prices are compared with a competitor. On the other hand, it has been shown to damage perceptions of the retailer's noncomparatively priced products relative to those charged by the competition.

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