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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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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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Abstract

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.