Consumer price knowledge in the market for apparel
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 27 February 2007
Abstract
Purpose
The aim of this study is to analyze consumers' price knowledge in the market for apparels.
Design/methodology/approach
After reviewing earlier attempts at assessing the construct, the price estimation error “PEE” was used, a measure based on explicit price knowledge stored in long‐term memory, as a valid indicator of price knowledge.
Findings
The results, including data from about 1,527 consumers on 66 products from the German apparel market, indicate that price knowledge is relatively low.
Originality/value
Although, in the literature, there are several studies on price knowledge in the food industry, little is known about price knowledge in other industry sectors. This is quite surprising since pricing strategy is a concept which is vitally important to all retailers. Therefore, this study is a first contribution to extending the concept of behavioral pricing to the apparel market.
Keywords
Citation
Kenning, P., Evanschitzky, H., Vogel, V. and Ahlert, D. (2007), "Consumer price knowledge in the market for apparel", International Journal of Retail & Distribution Management, Vol. 35 No. 2, pp. 97-119. https://doi.org/10.1108/09590550710728075
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited