Price Consciousness Scale (Retail Manager-Rated)

What it measures

Two-item manager-rated scale measuring the degree to which a store’s average customers are price conscious—seeking lower prices through extra effort and multi-store shopping. A notable recontextualisation of the Lichtenstein et al. (1993) customer self-report price consciousness scale, adapted to a manager perception of the customer base.

Representative items

• On average, my customers are willing to go to extra effort to find lower prices.
• On average, my customers will shop at more than one store to take advantage of low prices.

Citation

Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86–101.