1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Deal knowledge is part of general price knowledge. Still, studies of deal knowledge have been few. The aim of this study is to examine consumers' deal knowledge during grocery shopping. In particular, we study knowledge of deal price status and typical deal prices as well as the effect of two deal-related factors on deal knowledge. Results show that consumers' knowledge of deal price status changes during grocery shopping, whereas knowledge of typical deal prices follows a surprising pattern. In addition, a large segment of consumers seem to receive information about deals either automatically or they actively search for deal information in the store. Finally, results indicate that consumers hold comprehensive deal knowledge in memory, including promotional reference prices.