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Retailers’ Merchandise Organization and Price Perceptions

Title:

Retailers’ Merchandise Organization and Price Perceptions

Suri, Rajneesh and Cai, Jane Zhen and Monroe, Kent B. and Thakor, Mrugank V. (2012) Retailers’ Merchandise Organization and Price Perceptions. Journal of Retailing, 88 (1). pp. 168-179. ISSN 00224359

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Official URL: http://dx.doi.org/10.1016/j.jretai.2011.02.005

Abstract

Retailers’ presentation of merchandise to consumers is often organized by brand or by price to facilitate comparison and processing of competitive information. While such organization of product information is presumed to assist consumer decision-making, we suggest that sorting of alternatives on brand names strain cognitive resources more than a price sort, leading to differences in sensitivity to prices for a target product accompanying these two sorts. We conduct three studies to examine this issue and find that sorting of alternatives interacts with consumers’ motivation and influences priceperceptions. Our results add nuance to the findings from previous studies examining how assortment affects consumers’ price sensitivity, and suggest that retailers whose appeal is not primarily price-based could benefit by presenting merchandise information sorted by brand name so as to increase perceptions of quality and value.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Suri, Rajneesh and Cai, Jane Zhen and Monroe, Kent B. and Thakor, Mrugank V.
Journal or Publication:Journal of Retailing
Date:2012
ID Code:974526
Deposited By:ANDREA MURRAY
Deposited On:06 Aug 2012 10:13
Last Modified:06 Aug 2012 10:13
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