A Taxonomy of Price Behaviour

Many of the classical retail chains attempt to counter discounters’ aggressive expansion strategy by introducing low-priced private label product assortments. In this paper we analyse the relationship between consumers’ price behaviour and their reactions towards the classical retailers’ low price products. Based on survey data we first develop a taxonomy of customers’ price behaviour. This taxonomy is built from several dimensions of consumers’ price behaviour. We then analyse if the price behaviour cluster consumers’ belong to has an impact on their response to classical retailers’ low-price products. The paper closes with a discussion of the results and directions for future research.


Bjorn Ivens, Brigitte Muller, and Katharina Guese (2009) ,"A Taxonomy of Price Behaviour", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1005-1005.


Bjorn Ivens, University of Lausanne, Switzerland
Brigitte Muller, University of Lausanne, Switzerland
Katharina Guese, University of Lausanne, Switzerland


NA - Advances in Consumer Research Volume 36 | 2009

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