Publication: The Use of 9-Ending Prices among Modern Retail Chain Stores in Thailand
Issued Date
2011
Resource Type
Language
eng
Rights
Mahidol University
Rights Holder(s)
Science Alert
Bibliographic Citation
Asian Journal of Marketing. Vol. 5, No.1 (2011), 31-38
Suggested Citation
Chompunuch Pongjit The Use of 9-Ending Prices among Modern Retail Chain Stores in Thailand. Asian Journal of Marketing. Vol. 5, No.1 (2011), 31-38. Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/10968
Research Projects
Organizational Units
Authors
Journal Issue
Thesis
Title
The Use of 9-Ending Prices among Modern Retail Chain Stores in Thailand
Author(s)
Abstract
The purpose of this study was to investigate the retailers pricing practice and the use of psychological pricing, particularly the prevalence of 9-ending prices, in a non-Western market. Prices, a total of 4,788 prices from 13 modern retail chain stores in Bangkok, Thailand, altogether with low-price cues, collected from retailers’ in-store promotional brochures are analyzed and tested for their relationships. Findings indicate that the use of 9-ending prices dominates the
retailers pricing decision. The 9-ending prices are used to communicate lowprice
appeal as the relationship between the use of 9-ending prices and discount claims is positive. However, not all low-price claims required the use of 9-ending prices, a negative relationship between 9-ending prices and reference prices is reported in this study. As several pricing research has been conducted in Western markets, this research expands our understanding of the retailer’s
pricing practices and the use of 9-ending prices with different low-price cues in the Asian context.