Consumer Evaluation on Pricing Strategies

• Main Authors: Chuen-Jing Bai, 白純菁
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/27976152919971738679

博士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === Researchers of retailer’s pricing strategy have been often suggested that different retailers adopted specific pricing strategy, such as High Low pricing, Low Price Guarantee, and Everyday Low Price, to attract and target consumers in different segmentations and each pricing strategy has been proved that it can affect consumers’ price image and raise their buying intention respectively. However, research which has empirically documented a distinctive combination of these three pricing policies employed in Taiwan hypermarket industry is scant. Therefore, the aim of this article attempts to explore how consumers’ store price image about the combination strategy, the difference among those proposed pricing strategies, and how integrated discount level and framing effect work in different strategies. This research involved a survey and three experimental designs, comprised of two sets of questionnaires concerning overall store price image and buying intention. 456 college students participated in the studies. The quantitative analysis of the questionnaires was conducted through MONOVA and followed-up ANOVA in order to indicate the influence between independent and dependent variables. Results of this study showed that there was a significantly difference on overall store price image among three pricing strategies in the high level discount with dollar saving presentation condition, Consumers evaluated a HILO with LPG pricing policy the cheapest one, compared to HILO and the combination pricing strategy. To conclude, this study may be important in explaining the outcome and effectiveness of exerting the combination pricing strategy in hypermarket marketplace in Taiwan, as well as in providing hypermarketers in Taiwan with a better understanding of how consumers’ beliefs about price promotion and whether the expected outcomes will be achieved.