Nous avons réalisé une étude destinée à quantifier l'effet des prix à terminaison 9 sur le comportement réel des clients en magasin à travers plusieurs catégories de produits. La recherche a été réalisée dans le cadre d'un partenariat avec la société MarketingScan (www.marketingscan.fr) avec deux collègues Patrick Legoherel & Nicolas Gueguen Voici le résumé, l'article complet est disponible auprès du premier auteur:
Retailers largely adopt nine-ending prices and these prices have attracted greater attention from researchers in marketing. Despite this increased interest, very few empirically based studies have tried to quantify the effects of nine-ending prices on consumer actual behaviors. In this article, we investigated the effects of nine-ending pricing on consumer purchase quantity. We distinguished between different types of nine-ending while controlling for the rounded prices and other marketing-mix variables. We accounted for category and household unobserved differences and examined the extent to which category structure moderates the impact of nine-ending prices. We conducted our analysis on 45,017 SKUs (from 5,160 brands) in 117 product categories in 12 stores bought by 1869 households (yielding over 1315189 observations). We find that the effects of nine-ending prices depend upon the way the nine-ending price is framed (e.g. 0.99 vs. 1.39 vs. 9). A ninety-nine-ending price conveys a more negative image than a 9-rounded price. We also identify a set of conditions where nine-ending prices are more effective. For example, we find that ninety-nine-ending prices are less effective in promotional categories but more effective in concentrated categories. We discuss the implications of our research for retailers and researchers.
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