Do Low-price Guarantees Guarantee Low Prices? PDF Download
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Author: Ran Zhuo
Publisher:
ISBN:
Category :
Languages : en
Pages : 64
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Author: Ran Zhuo
Publisher:
ISBN:
Category :
Languages : en
Pages : 64
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Book Description
Author: Liping Zhang
Publisher:
ISBN:
Category : University of Ottawa theses
Languages : en
Pages : 256
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Author: Joydeep Srivastava
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Many retailers offer a price-matching guarantee that promises to pay consumers the difference if they find a lower price elsewhere. This article proposes that the effectiveness of a price-matching guarantee as a signal of low store prices depends on individuals' beliefs about the degree to which other consumers in the market engage in price search, enforce price-matching guarantees, or both. Consistent with signaling theory, results of a survey and two experimental studies demonstrate that market level factors affect consumer beliefs about the extent to which others engage in price search and thereby the effectiveness of price-matching guarantees in lowering perceptions of store prices. The implications of the findings for retail strategy are discussed along with directions for future research.
Author: Maria Arbatskaya
Publisher:
ISBN:
Category :
Languages : en
Pages : 38
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Author: Pio Baake
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Category :
Languages : en
Pages :
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Author: Sridhar Moorthy
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ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Are price-matching guarantees anticompetitive? This paper examines the incentives for price-matching guarantees in markets where information about prices is costly. Under some conditions the conventional explanation of price-matching announcements as facilitating collusion finds support, and is even strengthened. But our model provides an additional explanation for the practice. A price-matching guarantee may be a credible and easily understood means of communicating to uninformed consumers that a firm is low-priced. The credibility of the signal to uninformed consumers is assured by the behaviour of informed consumers. We contrast the testable implications of our model with those of the anticompetitive theories and discuss supportive evidence from an illustrative sample of retailers.
Author: Maria Arbatskaya
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 51
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Author: Nicholas H. Lurie
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ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In 3 experiments, we show that price-matching guarantees affect the process through which consumers translate price information into subjective judgments. In Experiment 1, we find that price-matching guarantees appear to change the standard used in price evaluation by raising consumers' estimates of the lowest and average prices in the market. This leads consumers to perceive products and stores that offer price-matching guarantees as less expensive. In Experiment 2, we show that evaluations of product price information are affected by the presence of a price-matching guarantee only when consumers do not know the range of market prices. In Experiment 3, we extend these findings to show that consumer evaluations of the cost of products in a store, inferred on the basis of store characteristics, are also influenced by the presence of a price-matching guarantee.
Author: Teck-Hua Ho
Publisher:
ISBN:
Category : Pricing
Languages : en
Pages : 19
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Book Description
Presents a model of lowest price guarantees that incorporates three plausible effects of LPGs on customer shopping behavior.
