Are Nine-Ending Prices Equally Influential in Eastern Culture for Pricing Green Products?. Issue 3 (27th May 2018)

• Record Type: Journal Article
• Authors: Tripathi, Avinash; Pandey, Neeraj
• Is Part Of: Journal of international consumer marketing. Volume 30:Issue 3(2018)
• Page Start: 192
• Page End: 205
• Publication Date: 2018-05-27
• Subjects: Eastern culture -- emerging economies -- green products -- hedonic purchase motivation -- India -- nine-ending prices; Marketing research -- Periodicals; Foreign trade promotion -- Periodicals; 658.8405
• DOI: 10.1080/08961530.2017.1384711
• Languages: English
• ISSNs: 0896-1530

Abstract

ABSTRACT: This research offers some insights into applicability of nine-ending prices in Eastern culture for the pricing of green products. The research was accomplished through two experimental studies, the first experiment was designed as a 2 (nine-endings vs. control) × 2 (green vs. non-green) mixed design, and the second as a 3 (nine-endings, five-endings vs. control) × 2 (motivations: hedonic vs. utilitarian) between-subjects design. The results show that consumers do not favor nine-ending prices for green products. However, the consumers' varied product purchase motivations are found to have a significant influence on preference for particular price-endings, which have important practical implications.