Demand Impact for Prices Ending With “9” and “0” in Online and Offline Consumer Goods Retail Trade Channels

Abstract

Studies on demand impact for 9-ending and rounded prices have so far offered controversial results, with hardly any research focusing on their effect on online commerce or in a multichannel sales context. Our study aims to fill this gap by analyzing the conditions that influence the strategy behind setting such type of pricing in the multichannel retail business of fast-moving consumer goods (FMCG). To test the formulated hypotheses, scanner data from FMCG retailers are used. In addition to "demand" and "price", "promotion communication", "retailer type" and "price level" are included as moderators between 9-ending, rounded prices and demand. The results aim to provide, both in the academic and business fields, systematic findings of pricing relationships between online and offline channels which contribute to a better management strategy for "9-ending" and "rounded" prices.

Just‐below pricing in real estate: Impact by price segment and market conditions

“…The use of “psychological pricing” is common to retail and has been well‐studied in the context of basic consumer goods (Anderson & Simester, 2003; Gendall et al, 1997; Hackl et al, 2014; Kalyanam & Shively, 1998; Lopez‐Pastor et al, 2020; Schindler & Kibarian, 1996; Stiving & Winer, 1997). As consumer judgments of value and price are imperfect and can be susceptible to time‐saving heuristic processing biases, it is not surprising that consumer perceptions of price can be shifted in seemingly illogical directions through the implementation of certain pricing strategies.…”

“…The use of "psychological pricing" is common to retail and has been well-studied in the context of basic consumer goods (Anderson & Simester, 2003;Gendall et al, 1997;Hackl et al, 2014;Kalyanam & Shively, 1998;Lopez-Pastor et al, 2020;Schindler & Kibarian, 1996;Stiving & Winer, 1997). As consumer judgments of value and price are imperfect and can be susceptible to extends the more limited research on just-below pricing for more consequential purchases, specifically housing.…”