An Insight on the Influence of Price-Matching Guarantees on Consumer Behaviour in Romania
Journal Title: International Conference on Marketing and Business Development - Year 2016, Vol 0, Issue 1
Abstract
Price-matching guarantees represent a technique that promises the refund of price difference in the case a customer finds elsewhere a lower price. Such technique is used by stores to create a low price image and to stimulate the searching behaviour. Price-matching guarantees might have also an influence on value perceptions and shopping intentions. In Romania, this technique was introduced in the last 15 years, being conducted few studies on Romanians attitude on such pricing tactic. The present paper has as purpose to identify the way in which the refund depth (the amount offered as difference in the case of finding a lower price elsewhere) and the searching area (the area where are situated the stores whose price might be checked in order to claim the guarantee) influence the price perceptions, the intentions to claim the guarantee, the value perceptions and the price fairness perceptions. There was conducted a 2x2 marketing experiment among Romanian students that were exposed previously to price-matching guarantees technique and that belong to the target market of the product used in the experiment. The major results of this study emphasize that Romanian customers are not very sensitive to price-matching guarantees technique, the area where are situated the stores whose price might be checked influences the intentions to claim the guarantee and the value perceptions.
Authors and Affiliations
Diana Maria Vrânceanu, Ionel Dumitru
Keywords
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