Das Preissetzungsverhalten von Handelsbetrieben im Zuge der Währungsunistellung auf den Euro

Lothar Müller-Hagedorn and Stephan Zielke
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Lothar Müller-Hagedorn: Universität zu Köln
Stephan Zielke: Universität zu Köln

Schmalenbach Journal of Business Research, 1998, vol. 50, issue 10, 946-965

Abstract: Summary The object of the present contribution is to analyse the pricing practice of retailers in terms of the psychology of prices and to point out ways of applying this to pricing in euros. In the first place it is shown what price figures retailers currently favour, and then it will be demonstrated how they can adapt the translated prices in line with desired optical effects. For this purpose a rounding-model is developed on the basis of a random sample. It is discussed, how the model can be used to adjust the price-level due to Strategie reasons. On the tactical level it is discussed, how compensatory pricing can be used to take competition into aecount.

Date: 1998
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DOI: 10.1007/BF03371542

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