Abstract
New forms of retailing present different pricing challenges. The selling of college textbooks over the Internet represents an ideal case study of the different elements that enter into consumer’s price equation. College students were asked to rate the likelihood of purchase of a text given different profiles of sellers and their offerings. Using conjoint analysis, estimates of consumer tradeoffs were calculated. In‐stock status at the college bookstore was the most important variable, followed by buy‐back policies/guarantees. Price of the text was the third most important variable. Implications for both bookstores and on‐line retailers are presented.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
