Reference price insights based on shopper data

When shopping, consumers compare shelf prices either with the prices they usually pay for a given product or with the prices of competing products on the shelf. A long tradition of research has found both of these reference prices relevant for pricing decision. Little is however known on the role of store formats on the utilisation of these reference prices and how they influence each other when making a decision.

Using purchase data from different providers, Ossama Elshiewy (University of Göttingen) and Anne O. Peschel (Aarhus University) investigate these aspects in ongoing research projects.