Consumer Reactions to Former Price Comparisons in China
Abstract Reference pricing is a common promotional activity in almost every contemporary business sector employed by marketers and normally aimed at increasing consumers' perceived product values and their possibility of purchasing. Reference prices are the standards against which the purchase...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2007
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| Online Access: | https://eprints.nottingham.ac.uk/21243/ |
| _version_ | 1848792212643512320 |
|---|---|
| author | Wang, Kedong |
| author_facet | Wang, Kedong |
| author_sort | Wang, Kedong |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Abstract
Reference pricing is a common promotional activity in almost every contemporary business sector employed by marketers and normally aimed at increasing consumers' perceived product values and their possibility of purchasing. Reference prices are the standards against which the purchase price of a product is judged.
Since both the external and internal reference prices have been extensively researched by scholars of marketing in western countries such as the US and UK, this paper focus on consumers reactions to comparative price advertising in the Chinese market which is most attractive emerging market in the world.
The research adopts three independent variables: internal reference price, the presence of time limit restriction and the presence of former price (ARP), among which the IRP is a covariate variable. Five dependent variables are measured in the research: consumers perceived believability, transaction value, acquisition value, purchase intention and search intention.
This paper aims to answer the three main questions:
1. Whether or not Chinese Consumers use the internal reference price (IRP) in their evaluation of a comparative price promotion?
2. How does the presence of time limit affect Chinese consumers perception of price offers?
3. How does the presence of ARP affect Chinese consumers perception of price offers? |
| first_indexed | 2025-11-14T18:40:49Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21243 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:40:49Z |
| publishDate | 2007 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-212432018-04-17T16:22:14Z https://eprints.nottingham.ac.uk/21243/ Consumer Reactions to Former Price Comparisons in China Wang, Kedong Abstract Reference pricing is a common promotional activity in almost every contemporary business sector employed by marketers and normally aimed at increasing consumers' perceived product values and their possibility of purchasing. Reference prices are the standards against which the purchase price of a product is judged. Since both the external and internal reference prices have been extensively researched by scholars of marketing in western countries such as the US and UK, this paper focus on consumers reactions to comparative price advertising in the Chinese market which is most attractive emerging market in the world. The research adopts three independent variables: internal reference price, the presence of time limit restriction and the presence of former price (ARP), among which the IRP is a covariate variable. Five dependent variables are measured in the research: consumers perceived believability, transaction value, acquisition value, purchase intention and search intention. This paper aims to answer the three main questions: 1. Whether or not Chinese Consumers use the internal reference price (IRP) in their evaluation of a comparative price promotion? 2. How does the presence of time limit affect Chinese consumers perception of price offers? 3. How does the presence of ARP affect Chinese consumers perception of price offers? 2007 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21243/1/07MA_lixkw4.pdf Wang, Kedong (2007) Consumer Reactions to Former Price Comparisons in China. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Wang, Kedong Consumer Reactions to Former Price Comparisons in China |
| title | Consumer Reactions to Former Price Comparisons in China |
| title_full | Consumer Reactions to Former Price Comparisons in China |
| title_fullStr | Consumer Reactions to Former Price Comparisons in China |
| title_full_unstemmed | Consumer Reactions to Former Price Comparisons in China |
| title_short | Consumer Reactions to Former Price Comparisons in China |
| title_sort | consumer reactions to former price comparisons in china |
| url | https://eprints.nottingham.ac.uk/21243/ |