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Retailer Categorization: How Store-Format Price Image Influences Expected Prices and Consumer Choices

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  • Koschmann, Anthony
  • Isaac, Mathew S.

Abstract

Prior research indicates that consumers may base their retail decisions (e.g., store choice, purchase quantity) on price image, which has been defined as consumer perceptions “of the aggregate price level of a retailer” (Hamilton and Chernev 2013, p. 2). The present research shows that consumers associate different price images not only with specific retailers, but more broadly with various store formats — such as grocery stores, convenience stores, and specialty stores. Six studies provide evidence that store-format price image exerts influence on consumer price expectations and store choice decisions, and that these retailer categorization effects are distinct from the effects of retailer price image.

Suggested Citation

  • Koschmann, Anthony & Isaac, Mathew S., 2018. "Retailer Categorization: How Store-Format Price Image Influences Expected Prices and Consumer Choices," Journal of Retailing, Elsevier, vol. 94(4), pages 364-379.
    • Handle: RePEc:eee:jouret:v:94:y:2018:i:4:p:364-379
    DOI: 10.1016/j.jretai.2018.08.001
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    References listed on IDEAS

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    Cited by:

    1. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Stephan Zielke & Deonir Toni & José Afonso Mazzon, 2023. "Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model," SN Business & Economics, Springer, vol. 3(1), pages 1-25, January.
    3. Büyükdağ, Naci & Soysal, Ayşe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Shokouhyar, Sajjad & Shokoohyar, Sina & Safari, Sepehr, 2020. "Research on the influence of after-sales service quality factors on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    5. Benoit, Sabine & Kienzler, Mario & Kowalkowski, Christian, 2020. "Intuitive pricing by independent store managers: Challenging beliefs and practices," Journal of Business Research, Elsevier, vol. 115(C), pages 70-84.
    6. Bonfrer, André & Chintagunta, Pradeep & Dhar, Sanjay, 2022. "Retail store formats, competition and shopper behavior: A Systematic review," Journal of Retailing, Elsevier, vol. 98(1), pages 71-91.
    7. Xinyu Hu & Huiya Yang & Junyan Yang & Zhonghu Zhang, 2019. "Spatial Correlation Network of Format in the Central Districts of a Megacity: The Case of Shanghai," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    8. Elshiewy, Ossama & Peschel, Anne O., 2022. "Internal reference price response across store formats," Journal of Retailing, Elsevier, vol. 98(3), pages 496-509.
    9. Graciola, Ana Paula & De Toni, Deonir & Milan, Gabriel Sperandio & Eberle, Luciene, 2020. "Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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