The Impact of Stackable Discounts on Retail Price Image

Abstract

Stackable discounts are gaining popularity in the marketplace but have received little research attention. This paper addresses this research gap by examining the impact of stackable discounts on retailers’ price images. One experiment was conducted to compare the effects of stackable discounts with single discount on consumer price and value perceptions. The findings suggest that stackable discounts are superior to single discount in terms of creating a more favorable retail price image.