Past research on consumer perceptions related to Low Price Guarantees (LPG) have primarily investigated effects of LPG on consumer search intentions, their perception of offer value and their purchase intentions. The present research had two major objectives: (i) to study the probable effect of LPG on consumers' intentions to search after the purchase and the boundary conditions of such effects; (ii) to study probable consequences of default of an LPG, that is, postpurchase discovery of lower prices in the marketplace despite promise to the contrary. It was shown that while LPG is likely to discourage prepurchase search it might encourage postpurchase search, subject to the level of penalty and consumer value and price consciousness. With respect to an LPG default, factors such as the location of the default ("within store" versus "between store"), the size of the default (the difference between the paid price and the later discovered lower price) and the time of the default (the period of time that elapsed between purchase and discovery of a lower price) are important and their effects on such consumer perceptions as attitude toward the retailer, perceived retailer credibility and repurchase intention were investigated subject to suitable boundary conditions. Two experiments were conducted to test proposed hypotheses. Theoretical and managerial contributions of the findings are discussed and suggestions for possible future research are provided.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-04012004-155002 |
| Date | 07 April 2004 |
| Creators | Dutta, Sujay |
| Contributors | Alvin Schupp, Abhijit Biswas, Alvin C. Burns, William C. Black, Arthur G. Bedeian |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-04012004-155002/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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