How up-, cross-, and downgrading substantiate segment-specific price responsiveness and purchasing motives: The case of premium durables
Authors: Löffler, Michael; Decker, Reinhold
Source: Journal of Customer Behaviour, Volume 10, Number 3, Autumn 2011 , pp. 207-222(16)
Publisher: Westburn Publishers Ltd
Abstract:Nowadays, even premium segments cannot completely escape the almost omnipresent increase of aggressiveness in product pricing. Therefore, the identification of those prices that adequately balance customers' price-value expectations and manufacturers' overall sales volume or profit targets is a major managerial issue. This article empirically investigates whether and how the common practice of a priori customer segmentation into "upgraders", "crossgraders" and "downgraders" results in different price response patterns and purchasing motives.
To answer this question, a replication study focused on one of the most competitive durable goods markets, the car market, is presented. Our research substantiates the existence of segment-specific reservation prices as well as latitudes of price acceptance. In addition, underlying purchasing motives and their relationship with segment-specific pricing strategies are discussed. The detected differences regarding the willingness to pay, existing reservation prices and main purchasing motives allow for segment-tailored marketing strategies to better utilise corresponding business potentials.
Document Type: Research Article
Publication date: September 1, 2011