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Article
Publication date: 8 June 2015

Zinaida Taran

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Journal of Consumer Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0736-3761

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Journal of Consumer Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 23 March 2010

Zinaida Taran

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Journal of Consumer Marketing, vol. 27 no. 2
Type: Research Article
ISSN: 0736-3761

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Journal of Consumer Marketing, vol. 26 no. 5
Type: Research Article
ISSN: 0736-3761

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Book part
Publication date: 1 August 2017

Terence A. Brown, Douglas C. Friedman and Zinaida Taran

The purpose of this chapter is to examine the phenomenon of “showrooming” in which shoppers use mobile devices in retail stores to check prices and other data on products…

Abstract

Purpose

The purpose of this chapter is to examine the phenomenon of “showrooming” in which shoppers use mobile devices in retail stores to check prices and other data on products that they then may buy online.

Methodology/approach

We conducted depth interviews with 50 consumers, 13 small retailers, and 6 large retailers.

Findings

We identified four distinct behavioral groups of customers and six strategies small retailers are currently using or could use to address the potential problems showrooming can create. We also identified a new type of reference pricing.

Research limitations/implications

This research provides a guide researchers can use in further work on showrooming. The research consists of depth interviews. It is possible that other types of retailers may have developed other strategies not identified here or that a larger number of non-student participants would have identified other categories, though differences between students and non-students in our sample were not noteworthy.

Practical implications

This chapter provides a practical guide to small retailers as to how they can deal with the growing practice of showrooming, helping them to choose strategic responses based on the types of consumers they serve.

Originality/value

This is one of the first papers to be published in an academic journal on the value of showrooming. It provides a typology of consumers grouped by their behavior, that is, how and why they engage or don’t engage in showrooming. This can help academic researchers in future research as well as managers of small retail businesses. We also identified a new, third type of reference pricing.

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Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

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Article
Publication date: 5 June 2007

Adam Nguyen, Roger M. Heeler and Zinaida Taran

Retail prices ending in 0, 5 (even ending), and 9 (odd ending) are common in western countries. The purpose of this paper is to explain variances in odd versus even ending…

Abstract

Purpose

Retail prices ending in 0, 5 (even ending), and 9 (odd ending) are common in western countries. The purpose of this paper is to explain variances in odd versus even ending practices in western versus non‐western countries, using Hall's high‐low context construct.

Design/methodology/approach

A survey of web‐posted prices in ten countries is conducted.

Findings

Relative to their counterparts in low context, western cultures, consumers in high context, non‐western cultures may be less prone to the illusion of cheapness or gain created by odd endings, and more likely offended by such perceived attempts to “fool” them. Thus, odd endings are predicted to operate at a higher level of value significance to consumers, and to occur less frequently relative to even endings, in high than low, context cultures. Data support the predictions.

Research limitations/implications

Additional empirical studies are recommended to further test the proposed theory.

Practical implications

Western firms need to be cautious when replicating odd ending practices in non‐western markets. Even ending is a “safer” pricing format. Odd endings, if used, should convey cheapness or gain that is more “real”.

Originality/value

The research results indicate that the results of western‐based consumer research cannot be treated as universally applicable. The high‐low context theory supplements prior theories for price ending patterns in non‐western countries, and those based on perceptions and affect in the west. The study also demonstrates the usefulness of the web method in international pricing research.

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Journal of Product & Brand Management, vol. 16 no. 3
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 1 August 2017

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Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

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Book part
Publication date: 3 July 2018

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Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

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Book part
Publication date: 19 September 2019

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Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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