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Perceived Price Fairness and Price Decay of DVDs

Antje Cockrill, Mark M.H Goode

Journal of Product and Brand Management, Volume: 19, Issue: 5, Pages: 376 - 374

Swansea University Author: Antje Cockrill

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DOI (Published version): 10.1108/10610421011068603

Abstract

<p><strong>Purpose</strong> &ndash; This study aims to examine perceived price fairness, actual pricing and price decay in a short-life cycle market; namely DVD films.<br /><br /><strong>Design/methodology/approach</strong> &ndash; The prices of six...

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Published in: Journal of Product and Brand Management
ISSN: 1061-0421
Published: Emerald 2010
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URI: https://cronfa.swan.ac.uk/Record/cronfa5150
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fullrecord <?xml version="1.0"?><rfc1807><datestamp>2011-10-01T00:00:00.0000000</datestamp><bib-version>v2</bib-version><id>5150</id><entry>2011-10-01</entry><title>Perceived Price Fairness and Price Decay of DVDs</title><swanseaauthors><author><sid>9470d0b291ef0d2c4dc6b1cd40a0bd2f</sid><firstname>Antje</firstname><surname>Cockrill</surname><name>Antje Cockrill</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2011-10-01</date><deptcode>BBU</deptcode><abstract>&lt;p&gt;&lt;strong&gt;Purpose&lt;/strong&gt; &amp;ndash; This study aims to examine perceived price fairness, actual pricing and price decay in a short-life cycle market; namely DVD films.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Design/methodology/approach&lt;/strong&gt; &amp;ndash; The prices of six UK retailers for a range of films released over the last 18 months were examined and compared with the perceived perception of fair price of a questionnaire sample of over 500 UK adults.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Findings&lt;/strong&gt; &amp;ndash; Consumers perceive a DVD to lose value of more than 50 per cent in the first year, but this price decay is not reflected in the actual pricing of the DVDs. Prices for newer DVDs are relatively consistent between retailers of the same channel type, but there are large price differentials for older and/or more specialised items.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Research limitations/implications&lt;/strong&gt; &amp;ndash; This study is exploratory in nature, and a larger scale study of the phenomenon of price decay of digital short-life cycle products such as DVDs is desirable.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Practical implications&lt;/strong&gt; &amp;ndash; The findings suggest that there is a considerable gap between actual prices and perceived fair prices of DVDs, especially for older items. DVD producers and retailers may need to consider adjusting their prices to bring them more in line with customer expectations. The large gap between actual prices and perceived fair prices also has important implications for brand management.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Originality/value&lt;/strong&gt; &amp;ndash; So far, no research has been undertaken which investigates perceived fair price and actual pricing of DVDs. Furthermore, the issue of consumer-perceived price decay has largely been ignored in previous research. Both perceptions of price fairness and perceived price decay are important considerations for pricing policies. This study attempts to address this g&lt;/p&gt;</abstract><type>Journal Article</type><journal>Journal of Product and Brand Management</journal><volume>19</volume><journalNumber>5</journalNumber><paginationStart>376</paginationStart><paginationEnd>374</paginationEnd><publisher>Emerald</publisher><placeOfPublication/><issnPrint>1061-0421</issnPrint><issnElectronic/><keywords>Pricing; Price positioning; Video and audio discs; Product life cycle; United Kingdom</keywords><publishedDay>31</publishedDay><publishedMonth>12</publishedMonth><publishedYear>2010</publishedYear><publishedDate>2010-12-31</publishedDate><doi>10.1108/10610421011068603</doi><url>http://www.emeraldinsight.com/journals.htm?issn=1061-0421&amp;amp;volume=19&amp;amp;issue=5&amp;amp;articleid=1878306&amp;amp;show=abstract</url><notes/><college>COLLEGE NANME</college><department>Business</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>BBU</DepartmentCode><institution>Swansea University</institution><apcterm/><lastEdited>2011-10-01T00:00:00.0000000</lastEdited><Created>2011-10-01T00:00:00.0000000</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>Antje</firstname><surname>Cockrill</surname><order>1</order></author><author><firstname>Mark M.H</firstname><surname>Goode</surname><order>2</order></author></authors><documents/><OutputDurs/></rfc1807>
spelling 2011-10-01T00:00:00.0000000 v2 5150 2011-10-01 Perceived Price Fairness and Price Decay of DVDs 9470d0b291ef0d2c4dc6b1cd40a0bd2f Antje Cockrill Antje Cockrill true false 2011-10-01 BBU <p><strong>Purpose</strong> &ndash; This study aims to examine perceived price fairness, actual pricing and price decay in a short-life cycle market; namely DVD films.<br /><br /><strong>Design/methodology/approach</strong> &ndash; The prices of six UK retailers for a range of films released over the last 18 months were examined and compared with the perceived perception of fair price of a questionnaire sample of over 500 UK adults.<br /><br /><strong>Findings</strong> &ndash; Consumers perceive a DVD to lose value of more than 50 per cent in the first year, but this price decay is not reflected in the actual pricing of the DVDs. Prices for newer DVDs are relatively consistent between retailers of the same channel type, but there are large price differentials for older and/or more specialised items.<br /><br /><strong>Research limitations/implications</strong> &ndash; This study is exploratory in nature, and a larger scale study of the phenomenon of price decay of digital short-life cycle products such as DVDs is desirable.<br /><br /><strong>Practical implications</strong> &ndash; The findings suggest that there is a considerable gap between actual prices and perceived fair prices of DVDs, especially for older items. DVD producers and retailers may need to consider adjusting their prices to bring them more in line with customer expectations. The large gap between actual prices and perceived fair prices also has important implications for brand management.<br /><br /><strong>Originality/value</strong> &ndash; So far, no research has been undertaken which investigates perceived fair price and actual pricing of DVDs. Furthermore, the issue of consumer-perceived price decay has largely been ignored in previous research. Both perceptions of price fairness and perceived price decay are important considerations for pricing policies. This study attempts to address this g</p> Journal Article Journal of Product and Brand Management 19 5 376 374 Emerald 1061-0421 Pricing; Price positioning; Video and audio discs; Product life cycle; United Kingdom 31 12 2010 2010-12-31 10.1108/10610421011068603 http://www.emeraldinsight.com/journals.htm?issn=1061-0421&amp;volume=19&amp;issue=5&amp;articleid=1878306&amp;show=abstract COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2011-10-01T00:00:00.0000000 2011-10-01T00:00:00.0000000 Faculty of Humanities and Social Sciences School of Management - Business Management Antje Cockrill 1 Mark M.H Goode 2
title Perceived Price Fairness and Price Decay of DVDs
spellingShingle Perceived Price Fairness and Price Decay of DVDs
Antje Cockrill
title_short Perceived Price Fairness and Price Decay of DVDs
title_full Perceived Price Fairness and Price Decay of DVDs
title_fullStr Perceived Price Fairness and Price Decay of DVDs
title_full_unstemmed Perceived Price Fairness and Price Decay of DVDs
title_sort Perceived Price Fairness and Price Decay of DVDs
author_id_str_mv 9470d0b291ef0d2c4dc6b1cd40a0bd2f
author_id_fullname_str_mv 9470d0b291ef0d2c4dc6b1cd40a0bd2f_***_Antje Cockrill
author Antje Cockrill
author2 Antje Cockrill
Mark M.H Goode
format Journal article
container_title Journal of Product and Brand Management
container_volume 19
container_issue 5
container_start_page 376
publishDate 2010
institution Swansea University
issn 1061-0421
doi_str_mv 10.1108/10610421011068603
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://www.emeraldinsight.com/journals.htm?issn=1061-0421&amp;volume=19&amp;issue=5&amp;articleid=1878306&amp;show=abstract
document_store_str 0
active_str 0
description <p><strong>Purpose</strong> &ndash; This study aims to examine perceived price fairness, actual pricing and price decay in a short-life cycle market; namely DVD films.<br /><br /><strong>Design/methodology/approach</strong> &ndash; The prices of six UK retailers for a range of films released over the last 18 months were examined and compared with the perceived perception of fair price of a questionnaire sample of over 500 UK adults.<br /><br /><strong>Findings</strong> &ndash; Consumers perceive a DVD to lose value of more than 50 per cent in the first year, but this price decay is not reflected in the actual pricing of the DVDs. Prices for newer DVDs are relatively consistent between retailers of the same channel type, but there are large price differentials for older and/or more specialised items.<br /><br /><strong>Research limitations/implications</strong> &ndash; This study is exploratory in nature, and a larger scale study of the phenomenon of price decay of digital short-life cycle products such as DVDs is desirable.<br /><br /><strong>Practical implications</strong> &ndash; The findings suggest that there is a considerable gap between actual prices and perceived fair prices of DVDs, especially for older items. DVD producers and retailers may need to consider adjusting their prices to bring them more in line with customer expectations. The large gap between actual prices and perceived fair prices also has important implications for brand management.<br /><br /><strong>Originality/value</strong> &ndash; So far, no research has been undertaken which investigates perceived fair price and actual pricing of DVDs. Furthermore, the issue of consumer-perceived price decay has largely been ignored in previous research. Both perceptions of price fairness and perceived price decay are important considerations for pricing policies. This study attempts to address this g</p>
published_date 2010-12-31T03:06:06Z
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score 11.012678

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