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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.

Item type: Article
ID code: 9321
Keywords: behaviour, clothing, knowledge management, pricing, retail marketing, Marketing. Distribution of products, Tourism, Leisure and Hospitality Management, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Strathprints Administrator
Date Deposited: 17 Mar 2010 12:25
Last modified: 04 Sep 2014 20:49
URI: http://strathprints.strath.ac.uk/id/eprint/9321

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