A Influência da Apresentação do Preço sobre as Avaliações dos Clientes
This paper’s goal was to investigate the effect different forms of price presentation have on Brazilian customers’ evaluations regarding the following variables: purchase intentions, word-of-mouth communications, trust in advertising, perceived value, and perception of expensive prices. We use the l...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2012-07-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1336.pdf |
| _version_ | 1797722603556700160 |
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| author | Celso Augusto de Matos Valter Afonso Vieira |
| author_facet | Celso Augusto de Matos Valter Afonso Vieira |
| author_sort | Celso Augusto de Matos |
| collection | DOAJ |
| description | This paper’s goal was to investigate the effect different forms of price presentation have on Brazilian customers’ evaluations regarding the following variables: purchase intentions, word-of-mouth communications, trust in advertising, perceived value, and perception of expensive prices. We use the literature suggested by Smith and Nagle (2005a, b) and Krishna, Briesch, Lehmann, and Yuan (2002), in which they suggested that perceived value of price explains customer judgments. Findings from Study 1 indicated that when price is presented in the form of R$ 2,299.00 at the competitors, R$ 1,599.00 here (versus the control group with the traditional price), the retailer had better results in terms of customer purchase intentions. This finding was achieved for products with both high involvement and high monetary value: i.e., values over $ 1,500.00. Outcomes from Study 2, which was based on a low involvement product, a hair dryer, on a specific date in the retail calendar, Mother’s Day, showed that the price presented as only this weekend significantly increased customer purchase intentions. Study 3 supported that a 5% discount (vs. regular price vs. 10% vs. 15%) resulted in greater positive impact on buying intention. The paper contributes to price theory by supporting the assumption that price presentation positively influences buying intention, confirming the arguments of Nagle, Hogan and Zale (2011), Urbany, Bearden and Weilbaker (1988) and rejecting the studies by Blech (1981), Golden (1979), and Goodwin andEtgar (1980). |
| first_indexed | 2024-03-12T09:50:53Z |
| format | Article |
| id | doaj.art-10faaf3b2e5348199f6511792128862a |
| institution | Directory Open Access Journal |
| issn | 1415-6555 1982-7849 |
| language | English |
| last_indexed | 2024-03-12T09:50:53Z |
| publishDate | 2012-07-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | RAC: Revista de Administração Contemporânea |
| spelling | doaj.art-10faaf3b2e5348199f6511792128862a2023-09-02T12:32:34ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492012-07-01164544565A Influência da Apresentação do Preço sobre as Avaliações dos ClientesCelso Augusto de MatosValter Afonso VieiraThis paper’s goal was to investigate the effect different forms of price presentation have on Brazilian customers’ evaluations regarding the following variables: purchase intentions, word-of-mouth communications, trust in advertising, perceived value, and perception of expensive prices. We use the literature suggested by Smith and Nagle (2005a, b) and Krishna, Briesch, Lehmann, and Yuan (2002), in which they suggested that perceived value of price explains customer judgments. Findings from Study 1 indicated that when price is presented in the form of R$ 2,299.00 at the competitors, R$ 1,599.00 here (versus the control group with the traditional price), the retailer had better results in terms of customer purchase intentions. This finding was achieved for products with both high involvement and high monetary value: i.e., values over $ 1,500.00. Outcomes from Study 2, which was based on a low involvement product, a hair dryer, on a specific date in the retail calendar, Mother’s Day, showed that the price presented as only this weekend significantly increased customer purchase intentions. Study 3 supported that a 5% discount (vs. regular price vs. 10% vs. 15%) resulted in greater positive impact on buying intention. The paper contributes to price theory by supporting the assumption that price presentation positively influences buying intention, confirming the arguments of Nagle, Hogan and Zale (2011), Urbany, Bearden and Weilbaker (1988) and rejecting the studies by Blech (1981), Golden (1979), and Goodwin andEtgar (1980).http://www.anpad.org.br/periodicos/arq_pdf/a_1336.pdfpricepresentationretailingmarketingpurchase intentions. |
| spellingShingle | Celso Augusto de Matos Valter Afonso Vieira A Influência da Apresentação do Preço sobre as Avaliações dos Clientes RAC: Revista de Administração Contemporânea price presentation retailing marketing purchase intentions. |
| title | A Influência da Apresentação do Preço sobre as Avaliações dos Clientes |
| title_full | A Influência da Apresentação do Preço sobre as Avaliações dos Clientes |
| title_fullStr | A Influência da Apresentação do Preço sobre as Avaliações dos Clientes |
| title_full_unstemmed | A Influência da Apresentação do Preço sobre as Avaliações dos Clientes |
| title_short | A Influência da Apresentação do Preço sobre as Avaliações dos Clientes |
| title_sort | influencia da apresentacao do preco sobre as avaliacoes dos clientes |
| topic | price presentation retailing marketing purchase intentions. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1336.pdf |
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