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The Dose Makes the Poison - Dynamic Pricing Strategies and Their Influence on Consumers

Author

Listed:
  • Rudolph, Thomas
  • Scheidegger, Gianluca
  • Barth, Elias
  • Linzmajer, Marc

Abstract

To study price dynamics of the Swiss online retail market, prices of 1200 products from 299 retailers were observed for 50 days. The authors identified four dynamic pricing strategies, compared the price changes of pure online and cross-channel retailers and measured how dynamic pricing influences retailers' value for money ratings.

Suggested Citation

  • Rudolph, Thomas & Scheidegger, Gianluca & Barth, Elias & Linzmajer, Marc, 2019. "The Dose Makes the Poison - Dynamic Pricing Strategies and Their Influence on Consumers," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(5), pages 22-31.
    • Handle: RePEc:zbw:hsgmrs:276054
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    References listed on IDEAS

    as
    1. Kelly L. Haws & William O. Bearden, 2006. "Dynamic Pricing and Consumer Fairness Perceptions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 304-311, October.
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    3. Peter Ferderer, J., 1996. "Oil price volatility and the macroeconomy," Journal of Macroeconomics, Elsevier, vol. 18(1), pages 1-26.
    4. Dickson, Peter R. & Kalapurakal, Rosemary, 1994. "The use and perceived fairness of price-setting rules in the bulk electricity market," Journal of Economic Psychology, Elsevier, vol. 15(3), pages 427-448, September.
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