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.

Representative items

• This store's prices are lower than those of competing stores. (Price Level)
• This store's prices are generally competitive. (Price Level)
• This store always offers fair prices that I can rely on. (Price Reliability)
• I trust that this store does not use misleading price tactics. (Price Reliability)
• The prices in this store are easy to understand and compare. (Processability)

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.