@article{2020:scheidegger:price_disc,
title = {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},
year = {2020},
note = {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.},
journal = {Die Unternehmung},
pages = {384--402},
author = {Scheidegger, Gianluca and Linzmajer, Marc and Rudolph, Thomas},
volume = {74},
number = {4}
}