Why do consumers think it is fair to pay more when buying from producers versus retailers?

Consumers in today’s multi-channel marketplace have an abundance of choice, in terms of both the number of products available to buy and the number of channels from which to make purchases. However, minimal research to date explores consumers’ cross-channel price perceptions. Two studies (each from...

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Bibliographic Details
Published inMarketing letters Vol. 31; no. 1; pp. 31 - 35
Main Authors Gonzales, Gabriel E., Bolton, Lisa E., Meloy, Margaret G.
Format Journal Article
LanguageEnglish
Published New York Springer Science + Business Media 01.03.2020
Springer US
Springer Nature B.V
Subjects
Brands
Business and Management
Consumers
Department stores
IDEA CORNER
Marketing
Perceptions
Prices
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Summary:Consumers in today’s multi-channel marketplace have an abundance of choice, in terms of both the number of products available to buy and the number of channels from which to make purchases. However, minimal research to date explores consumers’ cross-channel price perceptions. Two studies (each from the consumer’s perspective) compare fair prices across channels, providing initial evidence that producers (i.e., brands’ direct channels) can charge a higher price than retailers (e.g., department stores) for the exact same product. The authors build on this intriguing finding by discussing directions for future research on consumer price perceptions in the multi-channel marketplace.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-019-09507-6