Retailers’ Merchandise Organization and Price Perceptions |
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Authors: | Rajneesh Suri Jane Zhen Cai Kent B Monroe Mrugank V Thakor |
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Institution: | 1. LeBow College of Business, Drexel University, 32nd and Market Streets, Philadelphia, PA 19104, United States;2. College of Business Administration, University of Rhode Island, Kingston, RI 02881, United States;3. J. M. Jones Distinguished Professor of Marketing Emeritus, University of Illinois, Urbana-Champaign and Distinguished Visiting Scholar, University of Richmond, Richmond, VA, 4905 Old Millrace Place, Glen Allen, VA 23059, United States;4. John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. West, Montreal, Quebec H3G 1M8, Canada |
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Abstract: | Retailers’ presentation of merchandise to consumers is often organized by brand or by price to facilitate comparison and processing of competitive information. While such organization of product information is presumed to assist consumer decision-making, we suggest that sorting of alternatives on brand names strain cognitive resources more than a price sort, leading to differences in sensitivity to prices for a target product accompanying these two sorts. We conduct three studies to examine this issue and find that sorting of alternatives interacts with consumers’ motivation and influences price perceptions. Our results add nuance to the findings from previous studies examining how assortment affects consumers’ price sensitivity, and suggest that retailers whose appeal is not primarily price-based could benefit by presenting merchandise information sorted by brand name so as to increase perceptions of quality and value. |
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