gatively related no price reduction implemented by stores (M.Moore et al. 2006). M.Moore et al. (2006) posit consumers are sensitive to prestige, they support prestige sensitivity is positively related prestige-oriented pricing strategies implemented by stores while negatively related to everyday low price and value-oriented pricing strategies implemented by stores. At last, M.Moore et al. (2006) posit consumers believe price is related with quality, therefore, M.Moore et al (2006) support price/quality schema is positively related to prestige-oriented pricing strategies implemented by stores while price/quality schema is negatively related to everyday low price and value-oriented pricing strategies implemented by stores.
Among these studies, a series of researches are focus on price-related behaviour, some of these researchers related a variety of factors that affect customer store choice to price. Olson (1977) mentions consumers perception of price, quality or value can be influenced by store name. However, Rao and Monroe (1989) consider consumers perception of price, quality or value could little influenced by store name, moreover, Dodds (1995) found consumers perception of value does not influenced by store name, but their perceptions of price, quality and intention to purchase should be influenced by store name. Finally, Dodds (1995) concluded that the evaluation of products and purchase behaviour are influenced by both price and store name.
2.3 consumer perception of price
2.3.1 The effect of price on store choice
Although price is very important in customers store choice, however, it does not means it only plays positive role, in some extent, price also play negative role. Monroe and Krishnan (1985) suggest divide the influence of price into both positive and negative role in the purchasing behaviour. At the same time, Lichtenstein et al. 1990) hold the similar view, they support that the conception of price may influence consumer purchase behaviour in both positive and negative part. Price represents quality, value, prestige in its positive part, in its negative part, price means economic sacrifice. Two concepts of price role will discuss in the literature. Customers who perception price in positive part will accept higher price, who perception price in negative part may seeking lower price (Donald et al. 1993).
2.3.2 The positive role
There have at least two positive role of price, firstly, to customers, price is the symbol of quality, value, status or prestige, it means in some extent, customers often related levels of price to levels of quality, value or prestige, it can be generally consider that higher price represent higher quality, higher value, higher prestige, in other words, higher prices positive affect purchase behaviour. (Lichtenstein et al., 1990), Erickson and Johansson (1985) mention consumers relate price to quality, higher price has positive role in purchase behaviour. Brucks et al. (2000) get the similar result, he argue that the price often used as the lever of the quality, value or prestige of product, brands or retailer image for consumers. Overall, customers pay much attention on price, and they often use the price as the indicator to identify the quality of the product and take price as a factor to decide whether to purchase during the whole shopping situation and consumption (Monroe and Krishnan, 1985). Lichtenstein, Bloch, and Black (1988) hold the perception that higher price product are more favourable because of higher quality has more additional outlays. The research of Tellis and Gaeth’s (1990) indicate that consumers sometimes prefer purchase higher price product because of higher quality. Secondly, some consumers related price to prestige, they support price is the symbol of other people’s attitude to this purchase (Donald et al. 1993). Donald et al. (1993) called this situation “prestige sensitivity”. Take customer purchase expens
