A Taxonomy of Price Behaviour

Björn Ivens, Brigitte Muller () and Guese Katharina
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Björn Ivens: University of Bamberg
Brigitte Muller: CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon

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Abstract: Many of the classical retail chains attempt to counter discounters' aggressive expansion strategy by introducing low-priced private label product assortments. In this paper, we analyze the relationship between consumers' price behavior and their reactions toward the classical retailers' low price products. Based on survey data we first develop a taxonomy of customers' price behavior. This taxonomy is built from several dimensions of consumers' price behavior. We then analyze if the price behavior cluster consumers' belong to has an impact on their response to classical retailers' low-price products. The paper closes with a discussion of the results and directions for future research

Date: 2009
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01796282v1
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Published in Advances in Consumer Research, 2009

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