Retailer Categorization: How Store-Format Price Image Influences Expected Prices and Consumer Choices

Anthony Koschmann and Mathew S. Isaac

Journal of Retailing, 2018, vol. 94, issue 4, 364-379

Abstract: Prior research indicates that consumers may base their retail decisions (e.g., store choice, purchase quantity) on price image, which has been defined as consumer perceptions “of the aggregate price level of a retailer” (Hamilton and Chernev 2013, p. 2). The present research shows that consumers associate different price images not only with specific retailers, but more broadly with various store formats — such as grocery stores, convenience stores, and specialty stores. Six studies provide evidence that store-format price image exerts influence on consumer price expectations and store choice decisions, and that these retailer categorization effects are distinct from the effects of retailer price image.

Keywords: Store format; Retail channels; Categorization; Price image; Pricing (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:94:y:2018:i:4:p:364-379

DOI: 10.1016/j.jretai.2018.08.001

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