Price Perception (Store Comparison)

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a consumer believes that the prices for products charged at a particular store are generally higher than its competitors.

Response format

7-point scale

Scale items

• Compared to its competitors, the overall prices at this store are most likely . . .
• Relative to other __________ stores, the prices at this store are most likely . . .2
• I expect that the overall prices at this store are . . .3
• This store’s prices are likely to be higher than average market prices of the same products . . .4

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

Usage notes & scoring

Internal consistency (alpha = .84) was reported in the primary study.

Citation

Kukar-Kinney, Monika and Dhruv Grewal (2007), “Comparison of Consumer Reactions to Price-Matching Guarantees in Internet and Bricks-and-Mortar Retail Environments,” Journal of the Academy of Marketing Science, 35 (2), 197-207.

Keywords