Valeur de l’offre et Recherche d’information prix (Biswas et al., 2006)

Source : Biswas A., Dutta S. et Pullig C. (2006), Low price guarantees as signals of lowest price: The moderating role of perceived price dispersion, Journal of Retailing, 82 (3), 245-257.

 

Echelles en 7 points (strongly disagree – strongly agree sauf mentions contraires)

Valeur de l’offre

  • the @ offered by the merchant will be … (bad-excellent buy for the money)
  • the advertsed offer represents… (no savings at all – an extremely large savings)
  • the price charged by the merchant for the @ will be … (an extremely unfair price – an extremely fair price)
  • the @ offered by the merchant will be … (not a good value for the money- an extremely good value for the money)

Financial risk perception (risque de payer trop cher)

  • I will not risk paying too much if I buy the @ in this ad
  • the sale price in the ad is probably the lowest price available in the market
  • I am confident about getting the @ at the lowest possible price if I buy from this store
  • I am not likely to find a better price at some other store

Search intention

  • If you were to purchase a @, how likely is it that you would search at other stores for a lower price than that offered in the ad ? (very unlikely-very likely)
  • How probable is it that you would shop aroiund town looking for a price lower than that offered by the advertiser, if you had decided to buy a @ ? (not probable – very probable)
  • If you were going to buy the advertised @, would you check prices at other stores in search of a price lower than that you would find at the store in the advertisement ? (definitely would not – would check prices at other stores)

Shopping intention

  • If you were considering the purchase of a @, how willing would you be to shop at the store running this advertisement ? (definitely unwilling- willing to shop)
  • If you were thinking of purchasing a @, would you go to the store that advertised the @ ? (definitely would not- would go)
  • What is the probability that you would shop at the store running the ad, if you were considering the purchase of a @ ? (not probable at all- very probable)

Price dispersion

  • If  I were to search around for the advertised @, I can expect to come across a wide range of prices in the market place
  • @ are avaliable in the marketplace for a wide variety of prices
  • If one were to shop for a @, one can expect to come across a wide range range of prices in the market

Consumer skepticism

  • I think that the retailer is telling the truth when it says that it is offering a low price for @
  • I am skeptical that the retailer is not truthful about the claim that it is offering a low price on the @
  • I think that the retailer is not honest about the claim that it is offering a low price on the @
  • I think that the retailer is insincere in its claim that it is offering a low price on the @

 

 

 

 

 

 

Publié dans Mesures Marketing