Creation of Price Image Measurement Scale and Comparing Perceptions of Price Image Dimensions of Two Sales Formats

The measures of price image proposed by the literature are mostly multidimensional and fail to consider the richness of this concept. This study proposes a measure of price image. An exploratory and qualitative study helped generate a pool of items. Then the obtained list has been subject to a questionnaire-based survey in order to determine the dimensions that would better conceptualise price image in the context of purchasing cosmetic products and perfumes. Three dimensions have been identified: the dimensions of “price security”, “proposed brand” and “value”. These dimensions have been then compared to unveil the difference between a specialised store price image and a non-specialised store price image. A mean difference test is conducted to attest for the hypothesis that a non-specialised store price image is evaluated more positively than a specialised store price image. Our study is nonetheless limited. The implications and limitations of our study open up new research venues worth exploring.