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.

Response format

5-point Likert scale (1 = strongly disagree, 5 = strongly agree)

Scale 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.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Composite reliability = .87. Manager-rated (not self-report); significant recontextualisation of Lichtenstein, Ridgway, and Netemeyer (1993). Negative antecedent of service-oriented business strategy (β = –.11, p ≤ .05): the more price-conscious the customer base, the lower the store’s service orientation.

Recommended companion scales

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.

Keywords