Trop riche pour se soucier des prix?: effets des terminaisons de prix sur la perception de luxe par le consommateur

• Annalisa Fraccaro ^[1] ; Sandrine Macé ^[2]
  1. [1] TBS Business School France
  2. [2] ESCP Business School, France
• Localización: Recherche et applications en marketing, ISSN 0767-3701, Vol. 35, Nº. Extra 3, 2020 (Ejemplar dedicado a: Prix et Valeur), págs. 8-31
• Idioma: francés
• DOI: 10.1177/0767370120908378
• Texto completo no disponible (Saber más ...)
• Resumen

  • En se basant sur deux champs de recherche, les terminaisons de prix dans les biens de grande consommation et les prix des produits de luxe, cette recherche met en évidence le paradoxe résultant de l’utilisation de prix odd (i.e. prix en deçà d’un prix rond) dans le contexte des produits de luxe où les prix devraient être majoritairement ronds. Dans une première expérimentation portant sur des sacs à main de luxe, nous testons l’impact de trois types de terminaisons de prix (odd ou -90, rond ou -00 et ‘autre’) sur l’image de luxe et ses facettes. Nous étudions la relation entre les terminaisons de prix et l’image globale de luxe et proposons un modèle de médiation en parallèle où les médiateurs sont la qualité, le prestige, l’unicité et la cherté. Dans une seconde expérimentation, nous constatons que les terminaisons de prix véhiculent des connotations spécifiques au secteur du luxe et à différents segments de consommateurs. Nous formulons des recommandations visant à aider les responsables en charge de la tarification à fixer les terminaisons de prix selon les segments de clientèle.

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