Title

Product Category Determinants of Price Knowledge for Durable Consumer Goods

Publication Type

Journal Article

Publication Date

4-2004

Abstract

Existing research in pricing has not extensively examined the impact of the product category on consumers’ knowledge of prices, especially for durable goods. In two empirical studies, this paper examines the influence of the product category on consumers’ knowledge of prices for durables. The first study utilizes data from the popular television game show The Price is Right to establish significant cross-category variations in price knowledge, while the second study links these variations to the specific characteristics of each product category. The results extend existing research findings by isolating the impact of product category determinants, such as purchase frequency, advertising exposure, and use of the price–quality cue, on consumers’ knowledge of prices.

Discipline

Marketing | Sales and Merchandising

Research Areas

Organisational Behaviour and Human Resources

Publication

Journal of Retailing

Volume

80

Issue

2

First Page

129

Last Page

137

ISSN

0022-4359

Identifier

10.1016/j.jretai.2004.04.003

Publisher

Elsevier