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

Gianluca Scheidegger; Marc Linzmajer; Thomas Rudolph

doi:10.5771/0042-059X-2020-4-384

Contents
- Chapter Expand | CollapseAuthorsPage
- Titelei/Inhaltsverzeichnis
- 331–333 Editorial 331–333
- 334–444 Beiträge 334–444
  - 334–348 Der Einfluss der Digitalisierung auf das Preismanagement – Ansatzpunkte, Modelle und Methoden Oliver Roll, Patrick Loh Oliver Roll, Patrick Loh 334–348
  - 349–364 Allocating resources in pricing – which capabilities are worth fostering in the face of AI? Iris Schmutz, Sven Reinecke, Anne-Marie Manole Iris Schmutz, Sven Reinecke, Anne-Marie Manole 349–364
  - 365–383 Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges Karina Isaak, Robert Wilken, Florian Dost, David Bürgin Karina Isaak, Robert Wilken, Florian Dost, David Bürgin 365–383
  - 384–402 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 Gianluca Scheidegger, Marc Linzmajer, Thomas Rudolph Gianluca Scheidegger, Marc Linzmajer, Thomas Rudolph 384–402
  - 403–425 A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry Mark Friesen Mark Friesen 403–425
  - 426–444 Fortnite: The business model pattern behind the scene Timo Schöber, Georg Stadtmann Timo Schöber, Georg Stadtmann 426–444
- 445–447 Rezension 445–447
  - Bernd Oestereich und Claudia Schröder: Agile Organisationsentwicklung: Handbuch zum Aufbau anpassungsfähiger Organisationen. ISBN 978 3 8006 6076 6, 264 S., 35,99 EUR, Verlag Vahlen: München 2020. Siegmund Pisarczyk Siegmund Pisarczyk
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Die Unternehmung , page 384 - 402

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

Autoren

Gianluca Scheidegger Marc Linzmajer Thomas Rudolph

DOI
- doi.org/10.5771/0042-059X-2020-4-384
- ISSN: 0042-059X
- ISSN online: 2942-318X
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.
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