Demographics, psychographics, price searching and recall in retail shopping

Dungchun Tsai, Hsiao Ching Lee

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)


Retailing environments have gone through physical changes and the Internet revolution which intensifies price search and comparison behaviour, however, what customer characteristics - demographics or psychographics - affect price searching and recall? Further, what changes the relationship between the price-searching tendency and price recall? This research develops a framework that integrates the views of the economics of information and psychosocial returns to address these questions. Through point-of-purchase surveys, this study finds that psychographics affect the price-searching tendency directly while demographics do so indirectly through sychographics. In addition, the price-searching tendency has a positive effect on price recall and this relationship is stronger when consumers buy discounted products. Finally, in contrast to previous research, consumers' high tendency to search for price and price recall accuracy and confidence are found.

Original languageEnglish
Pages (from-to)1243-1259
Number of pages17
JournalService Industries Journal
Issue number9
Publication statusPublished - 2009

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Management of Technology and Innovation


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