Aufpreise oder Gesamtpreise? Wirkung der Preisdarstellung auf das individuelle Entscheidungsverhalten

Benjamin Polak, Rupert Stadler, Mark Heitmann, Andreas Herrmann, Marc Cäsar and Jan Landwehr
Additional contact information
Benjamin Polak: Geschäftsführer eways
Rupert Stadler: Universität St. Gallen, Forschungsstelle für Customer Insight
Mark Heitmann: Christian-Albrechts-Universität zu Kiel
Andreas Herrmann: Vorsitzender des Vorstands der Audi AG. Dr. Marc Cäsar, Audi AG
Marc Cäsar: Vorsitzender des Vorstands der Audi AG. Dr. Marc Cäsar, Audi AG
Jan Landwehr: Vorsitzender des Vorstands der Audi AG. Dr. Marc Cäsar, Audi AG

Schmalenbach Journal of Business Research, 2010, vol. 62, issue 8, 911-932

Abstract: Abstract In many markets, such as the car market, customers buy a base product and add various items on top. Almost all companies offering such product combinations display prices for the base product and the additional items separately. It can be shown that a total price (price of the base model plus prices for the on top items) increases the purchasing probability. This finding leads to implications for the presentation of price information.

Keywords: M30; M31; Aufpreise; Entscheidungsverhalten; Gesamtpreise; Pkw-Markt. add one prices; car market; options; total prices (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1007/BF03373683

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