Price Endings of Online and Offline Retailers: Round and Just-Below Pricing

Authors

Kwanho Suk, School of Business, Korea University, Seoul, KoreaFollow
Gaeun Kim, School of Business, Korea University, Seoul, KoreaFollow
Dongwon Lee, School of Business, Korea University, Seoul, KoreaFollow
Xuanting Jin, School of Business, Korea University, Seoul, KoreaFollow

Abstract

This study investigates and compares price-ending strategies employed by online and offline retailers. Analyzing 210,456 prices from retailers in US, South Korea, and China reveals significant differences in price-ending between online and offline retail formats. Online retailers exhibit a lower propensity to utilize round prices (e.g., ending in 0) and just-below prices (e.g., ending in 9) than offline retailers. This research discusses potential explanations for these observed discrepancies, focusing on the distinct price-setting environments and consumer purchasing behaviors of online and offline retail.

Recommended Citation

Suk, Kwanho; Kim, Gaeun; Lee, Dongwon; and Jin, Xuanting (2026) "Price Endings of Online and Offline Retailers: Round and Just-Below Pricing," Asia Marketing Journal: Vol. 28 : Iss. 1 , Article 7.
Available at: https://doi.org/10.53728/2765-6500.1677

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.