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Article dans une revue

A cross-category investigation into the effects of nine-ending pricing on brand choice

Abstract :

Retailers largely adopt nine-ending prices and these prices have attracted greater attention from researchers in marketing. Despite this increased interest, very few empirical studies have tried to quantify the effects of nine-ending prices on consumer actual behaviors. Those who have studied the behavioral effects of nine-ending prices have produced mixed findings. In this article, we investigated the cross-category effects of nine-ending pricing on consumer brand choice at the SKU level. We distinguished between different types of nine-ending while controlling for the rounded prices and other marketing-mix variables. We conducted our analysis on over 11,000 SKUs in 102 product categories of two (2) grocery retailers. We find that the effects of 99 ending prices on the SKU's category choice are larger in concentrated and promotional categories but smaller in expensive categories. However, their influence on purchase quantity is larger in expensive categories but smaller in concentrated categories.

Type de document :
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Soumis le : mardi 15 décembre 2020 - 13:54:48
Dernière modification le : dimanche 17 juillet 2022 - 11:19:40



Paul-Valentin N'Gobo, Patrick Legoherel, Nicolas Guéguen. A cross-category investigation into the effects of nine-ending pricing on brand choice. Journal of Retailing and Consumer Services, Elsevier, 2010, 17 (5), pp.374 - 385. ⟨10.1016/j.jretconser.2010.03.018⟩. ⟨hal-03066726⟩



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