The Impact of Stackable Discounts on Retail Price Image

Dr. Shan Feng and Dr. Jane Z. Cai

International Journal of Business Administration, 2015, vol. 6, issue 6, 26-35

Abstract: Stackable discounts are gaining popularity in the marketplace but have received little research attention. This paper addresses this research gap by examining the impact of stackable discounts on retailers¡¯ price images. One experiment was conducted to compare the effects of stackable discounts with single discount on consumer price and value perceptions. The findings suggest that stackable discounts are superior to single discount in terms of creating a more favorable retail price image.

Keywords: stackable discounts; price image; price perception; value (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:6:y:2015:i:6:p:26-35

DOI: 10.5430/ijba.v6n6p26

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