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Demand Impact for Prices Ending with “9” and “0” in Online and Offline Consumer Goods Retail Trade Channels

Author

Listed:
  • Marcial López-Pastor

    (Faculty of Economics and Business Administration, Complutense of Madrid University, Spain,)

  • Jesús García-Madariaga

    (Faculty of Economics and Business Administration, Complutense of Madrid University, Spain,)

  • Joaquín Sánchez

    (Faculty of Economics and Business Administration, Complutense of Madrid University, Spain,)

  • Jose Figueiredo

    (Instituto Politécnico de Santarém, Portugal.)

Abstract

Studies on demand impact for 9-ending and rounded prices have so far offered controversial results, with hardly any research focusing on their effect on online commerce or in a multichannel sales context. Our study aims to fill this gap by analyzing the conditions that influence the strategy behind setting such type of pricing in the multichannel retail business of fast-moving consumer goods (FMCG). To test the formulated hypotheses, scanner data from FMCG retailers are used. In addition to “demand” and “price”, “promotion communication”, “retailer type” and “price level” are included as moderators between 9-ending, rounded prices and demand. The results aim to provide, both in the academic and business fields, systematic findings of pricing relationships between online and offline channels which contribute to a better management strategy for “9-ending” and “rounded” prices.

Suggested Citation

  • Marcial López-Pastor & Jesús García-Madariaga & Joaquín Sánchez & Jose Figueiredo, 2020. "Demand Impact for Prices Ending with “9” and “0” in Online and Offline Consumer Goods Retail Trade Channels," International Review of Management and Marketing, Econjournals, vol. 10(6), pages 58-78.
    • Handle: RePEc:eco:journ3:2020-06-8
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    More about this item

    Keywords

    Prices; 9-ending Prices; Rounded Prices; E-Commerce;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • C32 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Time-Series Models; Dynamic Quantile Regressions; Dynamic Treatment Effect Models; Diffusion Processes; State Space Models

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