9-ending prices in retail advertisements: Indian consumers' price perception and proneness to buy
by Santosh Kumar; Mrinalini Pandey
International Journal of Revenue Management (IJRM), Vol. 12, No. 1/2, 2021

Abstract: This study examines the effect of the ubiquitous use of 9-ending prices in newspaper retail advertisements by mall retail stores on Indian consumers' price perception and proneness to buy. In order to collect data, a mall-intercept technique was used. The data were analysed using multivariate statistical techniques. Findings reveal that the use of 9-ending prices in advertisements, convenience benefit, enhanced value, discount price, and misleading action positively impact Indian consumers' price perception. However, entertainment benefit, value expression benefit, savings benefit, and low-quality do not significantly impact the Indian consumers' price perception. The Indian consumers' price perception towards the advertisements of 9-ending prices in newspapers and free home-drop advertising materials has a positive impact on their proneness to buy.

Online publication date: Wed, 12-May-2021

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