Donald Lichtenstein, Professor and Chair of the Division of Marketing, featured in study examining price matching
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Price Protection Report: Credit Cards Shielding You From Price Drops
The combination of recession-reduced budgets, intense competition in the retail space, and tried-and-true consumer price sensitivity has fostered an environment in which price-match guarantees are something of a staple. Most of the largest brick-and-mortar retailers 鈥� think Walmart, Best Buy and Toys鈥漅鈥漊s 鈥� use price matching to avoid serving as showrooms for Internet giants like Amazon. This is also a direct reflection of consumer preferences, as 21% of shopper request a price match when they encounter prices in a store that they feel are too high, while 19% leave and look for a lower price online, according to Cognizant鈥檚 Shopper Experience Study. Furthermore, 29% of people said that price matching by store associates is their top priority for store improvement.
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