Title: 9-ending prices in retail advertisements: Indian consumers' price perception and proneness to buy

Authors: Santosh Kumar; Mrinalini Pandey

Addresses: Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad-826004, Jharkhand, India ' Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad-826004, Jharkhand, India

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.

Keywords: 9-ending prices; retailing; consumers' price perception; CPP; consumers' proneness to buy; CPTB; advertising.

DOI: 10.1504/IJRM.2021.114971

International Journal of Revenue Management, 2021 Vol.12 No.1/2, pp.1 - 33

Received: 29 May 2019
Accepted: 28 May 2020
Published online: 12 May 2021 *

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