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Title: Pricing strategy and pricing pattern in music CD market: An Empirical study
Authors: JIANG TAO
Keywords: switching costs, price competition, advertising, online market, conventional market
Issue Date: 27-Oct-2004
Citation: JIANG TAO (2004-10-27). Pricing strategy and pricing pattern in music CD market: An Empirical study. ScholarBank@NUS Repository.
Abstract: There have been a lot of theoretical and empirical studies done on the price competition in online market. Most of the empirical work directly compared the prices in online and conventional markets to investigate the hypotheses that prices were lower and price dispersion was smaller in online than conventional market. However, the direct price comparison between two channels is subject to certain limitations. In this study, Lee and Pnga??s (2002, 2004) indirect approach was adopted to measure the degree of competition in online markets, which considered how the differences in buyer switching costs affected the relative pricing of bestseller items. If consumera??s switching cost in online stores is lower than conventional stores, the discounts on bestsellers are less in online stores than conventional channels. Though this was supported in book market, the empirical results from this study didna??t support this assumption in music CD retailing. The findings and implications were drawn.
Appears in Collections:Master's Theses (Open)

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