Price Points and Price Rigidity
We study the link between price points and price rigidity using two data sets: weekly scanner data and Internet data. We find that ‘‘9’’ is the most frequent ending for the penny, dime, dollar, and ten-dollar digits; the most common price changes are those that keep the price endings at ‘‘9’’; 9-endi...
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| Main Authors: | , , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2011
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/2186 https://ink.library.smu.edu.sg/context/sis_research/article/3186/viewcontent/rest_a_00178.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | We study the link between price points and price rigidity using two data sets: weekly scanner data and Internet data. We find that ‘‘9’’ is the most frequent ending for the penny, dime, dollar, and ten-dollar digits; the most common price changes are those that keep the price endings at ‘‘9’’; 9-ending prices are less likely to change than non-9-ending prices; and the average size of price change is larger for 9-ending than non-9- ending prices. We conclude that 9-ending contributes to price rigidity from penny to dollar digits and across a wide range of product categories, retail formats, and retailers. |
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