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Do psychological prices contribute to price rigidity? Evidence from German scanner data on food brands

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  • Roland Herrmann

    (Institute of Agricultural Policy and Market Research, University of Giessen, Senckenbergstr. 3, D-35390 Giessen, Germany)

  • Anke Moeser

    (Institute of Nutrition Science, University of Giessen, Senckenbergstr. 3, D-35390 Giessen, Germany)

Abstract

A substantial degree of price rigidity has been reported for branded foods in various studies with scanner data. One possible explanation for price rigidity is the existence of psychological pricing points. The authors analyze to what extent psychological pricing plays a role in grocery retailing and whether it contributes to the price rigidity of branded foods in Germany. Psychological pricing-defined here as just-below-the-round-figure-pricing-is empirically analyzed with scanner data of weekly prices for 20 food brands in 38 retail outlets from September 1996 to June 1999. Psychological pricing turned out to be extremely important in German food retailing. Branded food prices are remarkably sticky and psychological pricing points contribute strongly to price rigidity. Other factors like the sales phenomenon and firm-specific effects are additionally important. [EconLit Classifications: Q110, Q130]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 51-67, 2006.

Suggested Citation

  • Roland Herrmann & Anke Moeser, 2006. "Do psychological prices contribute to price rigidity? Evidence from German scanner data on food brands," Agribusiness, John Wiley & Sons, Ltd., vol. 22(1), pages 51-67.
    • Handle: RePEc:wly:agribz:v:22:y:2006:i:1:p:51-67
    DOI: 10.1002/agr.20075
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    References listed on IDEAS

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    Cited by:

    1. Sascha A. Weber & Sven M. Anders, 2007. "Price rigidity and market power in German retailing," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 28(7), pages 737-749.
    2. Möser, Anke & Kriep, Laura, 2014. "Bequeme Preise im Quickservice-Bereich," Journal of International Agricultural Trade and Development, Journal of International Agricultural Trade and Development, vol. 63(2).
    3. Luca Cacchiarelli & Alessandro Sorrentino, 2019. "Pricing Strategies in the Italian Retail Sector: The Case of Pasta," Social Sciences, MDPI, vol. 8(4), pages 1-13, April.
    4. Leandro Meller & Juan M.C. Larrosa & Juan I. Uriarte & Gonzalo R. Ramírez Muñoz de Toro, 2023. "Argentinian Retail Coffee Market: Effects of Instability on Pricing," Working Papers 266, Red Nacional de Investigadores en Economía (RedNIE).
    5. Craigwell, Roland & Moore, Winston & Worrell, DeLisle, 2011. "Does Consumer Price Rigidity Exist in Barbados?," MPRA Paper 40928, University Library of Munich, Germany.
    6. Herrmann, Roland & Möser, Anke & Weber, Sascha A., 2009. "Grocery retailing in Germany: Situation, development and pricing strategies," Discussion Papers 41, Justus Liebig University Giessen, Center for international Development and Environmental Research (ZEU).
    7. Mirela Martinčić & Dijana Vuković & Anica Hunjet, 2022. "Consumer Responses to Selected Activities: Price Increases, Lack of Product Information and Numerical Way of Expressing Product Prices," JRFM, MDPI, vol. 15(6), pages 1-19, June.
    8. Möser, Anke & Kriep, Laura, 2014. "Bequeme Preise im Quickservice-Bereich," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 63(02), pages 1-13, June.
    9. Carlo Russo & Rachael Goodhue, 2018. "Farmgate prices, retail prices, and supermarkets' pricing decisions: An integrated approach," Agribusiness, John Wiley & Sons, Ltd., vol. 34(1), pages 24-43, December.
    10. Möser, A. & Herrmann, R., 2006. "Die Bedeutung psychologischer Preisschwellen in Preisstrategien des Lebensmitteleinzelhandels," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 41, March.

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