Store Price Image Scale

What it measures

Measures consumers' overall impression of a retailer's price positioning across three dimensions. Price Level captures the perceived expensiveness of the store's prices relative to competitors — the core of store price image. Price Reliability captures trust that the store consistently offers fair and competitive prices without hidden charges or misleading promotions. Price Processability captures how easily consumers can comprehend and compare the store's prices — clarity of price presentation and absence of confusing pricing tactics. Store price image is a primary determinant of store choice, patronage frequency, and basket size. Price Reliability and Processability are increasingly important as consumers encounter complex pricing structures (fuel surcharges, dynamic prices, membership pricing) that erode trust. Widely used in retail strategy research comparing discount, hypermarket, convenience, and specialty store formats.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale items

Price Level — perception of general price level in the store (Likert 1–7, strongly disagree to strongly agree)

• The prices in this store are generally low.
• The products in this store are good value for money.
• Compared to other stores, prices here are low.

Price Reliability — consistency and predictability of prices

• The prices in this store are consistent.
• Prices in this store do not change unexpectedly.
• I can rely on the prices in this store to be stable.

Price Processability — ease of comparing and evaluating prices

• It is easy to compare prices in this store.
• Prices in this store are displayed clearly.
• I can easily assess whether prices in this store are fair.

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

Usage notes & scoring

Three subscale scores. Price Level is the most salient dimension for store choice in price-sensitive segments; Price Reliability is most important for building long-term store loyalty among deal-prone consumers; Price Processability becomes most critical when retailers use complex pricing structures. Store price image interacts with store quality image — the optimal positioning on both dimensions varies by retail format (discount stores prioritise price level; department stores prioritise quality image with acceptable price).

Recommended companion scales

Citation

Zielke, S. (2010). How price image dimensions influence shopping intentions for different store formats. Journal of Retailing and Consumer Services, 17(2), 79–88.

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