The effect of 9-ending prices on retail sales: A quantitative UK based field study

This source preferred by Jeffery Bray

Authors: Bray, J.P. and Harris, C.

http://www.ingentaconnect.com/content/westburn/jmm/2006/00000022/F0020005/art00010?token=004e15b5d91083f6a4b4b6e6e42576b642738687b76504c48766a25503a5b6c533134423ba2fda

Journal: Journal of Marketing Management

Volume: 22

Pages: 601-617

ISSN: 0267-257X

DOI: 10.1362/026725706777978631

Surveys suggest that around 64% of retail shelf prices end in 9: The preponderance of 9-ending prices is not a new phenomenon and has been the subject of much comment and discussion over the past 70 years. Despite this broad interest, very few empirically based studies have been conducted in order to assess the effectiveness of the practice; no quantitative study can be found that has assessed the reaction of UK consumers toward 9-ending prices. In this paper we present the results of a large-scale store-based trial in which a selection of product prices were rounded up from the retailers' traditional 9-ending prices to round-pound prices. The results from this research suggest that the adoption of round-pound prices may be more effective, with trial sales increasing. The data yields an interesting insight into the effectiveness of the practice, and provides clear indication of the value further research in this area would bring.

This data was imported from Scopus:

Authors: Bray, J. and Harris, C.

Journal: Journal of Marketing Management

Volume: 22

Issue: 5-6

Pages: 601-617

eISSN: 1472-1376

ISSN: 0267-257X

DOI: 10.1362/026725706777978631

© Westburn Publishers Ltd. Surveys suggest that around 64% of retail shelf prices end in 9: The preponderance of 9-ending prices is not a new phenomenon and has been the subject of much comment and discussion over the past 70 years. Despite this broad interest, very few empirically based studies have been conducted in order to assess the effectiveness of the practice; no quantitative study can be found that has assessed the reaction of UK consumers toward 9-ending prices. In this paper we present the results of a large-scale store-based trial in which a selection of product prices were rounded up from the retailers’ traditional 9-ending prices to round-pound prices. The results from this research suggest that the adoption of roundpound prices may be more effective, with trial sales increasing. The data yields an interesting insight into the effectiveness of the practice, and provides clear indication of the value further research in this area would bring.

The data on this page was last updated at 04:45 on September 21, 2017.