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NIM Marketing Intelligence Review
Volume 11 (2019): Issue 1 (May 2019)
Open Access
The Perils of Retail Price Differentiation: Why Nobody Wins When Customers Lose
Werner Reinartz
Werner Reinartz
and
Nico Wiegand
Nico Wiegand
| Apr 24, 2019
NIM Marketing Intelligence Review
Volume 11 (2019): Issue 1 (May 2019)
The Future of Retailing
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Published Online:
Apr 24, 2019
Page range:
30 - 35
DOI:
https://doi.org/10.2478/nimmir-2019-0005
Keywords
Price Differentiation
,
Retailing
,
Willingness-to-Pay
,
Price Fairness
,
Consumer Behavior
© 2019 Werner Reinartz et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.
Werner Reinartz
University of Cologne and Director of the Center for Research in Retailing (IFH),
Cologne, Germany
Nico Wiegand
University of Cologne,
Germany