How price image dimensions influence shopping intentions for different store formats

Abstract

Purpose -The purpose of this paper is to analyse how five price image dimensions influence shopping intentions for different store formats. Design/methodology/approach -In total, 306 espondents evaluated three stores from a list of 18 retailers on a multiple-item scale, resulting in 918 price-image measurements. Based on these data, a covariance structure analysis in Mplus analyses the direct and indirect impact of five price image dimensions on shopping intentions. A multiple group analysis identifies differences in the effects between store formats. Findings -The impact of image dimensions differs substantially between store formats. For discount stores, value for money is by far the most important image dimension. For supermarkets, price level and value are equally important, but price perceptibility and price processibility are also relevant. For organic food stores, value is most important, followed by price processibility and evaluation certainty. For the weekly market, price perceptibility plays a key role in explaining customers' shopping intentions. Practical implications -The results carry several implications for retail pricing practice, as they indicate that retailers should not focus exclusively on price level competition. Depending on the store format, retailers should attach importance to the price image dimensions in varying degrees. Originality/value -The study contributes to the literature by: advancing price-image measurement; modelling direct effects on shopping intentions; analysing a number of different indirect effects in an integrated model; and taking the moderating effects of store format into account.

Life could be so easy: the convenience effect of round price endings

“…First, while price convenience is an inherent feature of a single price, price processibility and complexity are context-dependent. Price processibility is dependent on the context in which the price is displayed, like shelf layout or unit prices (Zielke 2010). The construct of price complexity refers to price plans consisting of multiple price elements and is dependent on the number of these elements as well as the presence of different numbers and the difficulty of calculations necessary to arrive at a final price (Homburg et al 2014).…”

“…In this regard price convenience must be distinguished from the related yet clearly discriminable constructs of price processibility (Zielke 2010) and price complexity (Homburg et al 2014). First, while price convenience is an inherent feature of a single price, price processibility and complexity are context-dependent.…”

Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market

“…So, as hypothesized, the influence of the two independent variables on the dependent one is both direct and indirect via the mediating effect of perceived risk toward SBs (partial mediation model). Store image and SB price-image are correlated as some previous research showed that price-image and store image are two constructs distinct, but quite strongly related (Martineau, 1958;Zielke, 2010).…”

“…Price-image perceptions are considered as a part of a retailer's store image (Lindquist, 1974) but the two concepts are different (Zielke, 2010). To the best of our knowledge, SB price-image has not yet been defined in previous research.…”

Influence of perceived value on purchasing decisions of green products in Brazil

“…As discussed before, perceived value is directly related to quality perception, which is impacted by both intrinsic and extrinsic attributes (Yeung & Soman, 2007;Zielke, 2010). Thus, in order to investigate which attributes are more relevant for perceived quality and, consequently, for the purchase decision process of the respondents, a number of scenarios that include the elements price, performance, and production process were created.…”