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Preispräsentation im Handel

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Perspektiven des Dienstleistungsmanagements

Zusammenfassung

Der Preis stellt im Handel das im Wettbewerb wichtigste Marketinginstrument dar. Dabei sind sowohl im Online- als auch im Offline-Handel strategische und operative Preisentscheidungen zu treffen. Diese basieren häufig auf einem ökonomischen Kalkül. Aus Perspektive der verhaltenswissenschaftlichen Preisforschung kommen jedoch weitere Aspekte hinzu, die bei der Preisbestimmung im Handel von Relevanz sind. Dazu zählt insbesondere die Frage, wie die Kunden die Preise wahrnehmen und wie diese Wahrnehmung durch die Präsentation der Preise beeinflusst wird. Dieser Aspekt steht im Mittelpunkt dieses Beitrags. Dazu werden zunächst einige Grundlagen der Preiswahrnehmung und der Preispräsentation diskutiert. Anschließend erfolgt eine Auswahl von im Handel häufig genutzten Techniken der Preispräsentation. Diese werden im Detail vorgestellt und deren Auswirkungen auf die Preiswahrnehmung untersucht.

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  1. Lehrstuhl für Marketing, Technische Universität Kaiserslautern, Kaiserslautern, Deutschland

    Stefan Roth

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  1. Technische Universität Kaiserslautern, Kaiserslautern, Germany

    Stefan Roth

  2. Norwegian School of Sport Sciences, Oslo, Norway

    Chris Horbel

  3. Universität des Saarlandes, Saarbrücken, Germany

    Bastian Popp

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Roth, S. (2020). Preispräsentation im Handel. In: Roth, S., Horbel, C., Popp, B. (eds) Perspektiven des Dienstleistungsmanagements . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28672-9_22

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