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Aufpreise oder Gesamtpreise? Wirkung der Preisdarstellung auf das individuelle Entscheidungsverhalten

Author

Listed:
  • 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)

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.

Suggested Citation

  • Benjamin Polak & Rupert Stadler & Mark Heitmann & Andreas Herrmann & Marc Cäsar & Jan Landwehr, 2010. "Aufpreise oder Gesamtpreise? Wirkung der Preisdarstellung auf das individuelle Entscheidungsverhalten," Schmalenbach Journal of Business Research, Springer, vol. 62(8), pages 911-932, December.
    • Handle: RePEc:spr:sjobre:v:62:y:2010:i:8:d:10.1007_bf03373683
    DOI: 10.1007/BF03373683
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    References listed on IDEAS

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    More about this item

    Keywords

    M30; M31;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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