Price discount strategies in times of increasing price transparency: How price consciousness and price comparison moderate the effect of discount strategy on store price image

Item Type Journal paper
Abstract

This research uses a large set of price promotion field data to better understand the application of price discount strategies by Swiss grocery retailers. Taking the prevalence of these strategies in the Swiss grocery retail market as a basis, we use an online experiment that builds on recent developments in technology usage by consumers and investigate the impact of price comparison on store price image. The results show that Swiss grocery retailers have increased their number of discounts offered over the observation period of two years. In addition, store price image significantly improved with the number of discounted products offered. On the other hand, discount depth had no influence on store price image. These effects, however, are dependent on consumers’ price consciousness and their (non-) usage of a price comparison tool. Lastly, theoretical and practical implications are being provided.

Authors Scheidegger, Gianluca; Linzmajer, Marc & Rudolph, Thomas
Journal or Publication Title Die Unternehmung : Swiss journal of business research and practice
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date December 2020
Publisher Nomos
Volume 74
Number 4
Page Range 384-402
Publisher DOI https://doi.org/10.5771/0042-059X-2020-4-384
Depositing User Gianluca Scheidegger
Date Deposited 22 Dec 2020 13:19
Last Modified 22 Dec 2020 13:19
URI: https://www.alexandria.unisg.ch/publications/261800

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Citation

Scheidegger, Gianluca; Linzmajer, Marc & Rudolph, Thomas (2020) Price discount strategies in times of increasing price transparency: How price consciousness and price comparison moderate the effect of discount strategy on store price image. Die Unternehmung : Swiss journal of business research and practice, 74 (4). 384-402.

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https://www.alexandria.unisg.ch/id/eprint/261800
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