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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Consumer price knowledge in the market for apparel

Evanschitzky, H. and Kenning, P. and Vogel, V. and Ahlert, D. (2007) Consumer price knowledge in the market for apparel. International Journal of Retail and Distribution Management, 35 (2). pp. 97-119. ISSN 0959-0552

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Purpose - The aim of this study is to analyze consumers' price knowledge in the market for apparels. Design/methodology/approach - After reviewing earlier attempts at assessing the construct, the price estimation error 'PEE' was used, a measure based on explicit price knowledge stored in long-term memory, as a valid indicator of price knowledge. Findings - The results, including data from about 1,527 consumers on 66 products from the German apparel market, indicate that price knowledge is relatively low. Originality/value - Although, in the literature, there are several studies on price knowledge in the food industry, little is known about price knowledge in other industry sectors. This is quite surprising since pricing strategy is a concept which is vitally important to all retailers. Therefore, this study is a first contribution to extending the concept of behavioral pricing to the apparel market.