ABSTRACT

It is not uncommon to see prices that end with a 9 or 99, be it in a restaurant, grocery store, or clothes store. Yet, this convention in pricing is typically found in the US, and evidence of it in the Asian marketplace remains limited. Given this, the present study pioneers an empirical investigation on price ending strategies in Asian marketplaces, particularly in the hospitality industry. Using automated data extraction, a total of 63,075 room rates were sampled from 21 hotels operating in Macau that were advertised online. The digit 8 is the most frequently used price ending, especially by five-star hotels and upper-scale rooms. Conversely, 4 was not the least frequently used price ending. These findings provide guidance to hospitality pricing managers who are not aware of the local culture and the price-ending dynamics of the Asian marketplace.

摘要

以 9 或 99 结尾的价格并不少见，无论是在餐馆、杂货店还是服装店。然而，这种定价惯例通常出现在美国，在亚洲市场上的证据仍然有限。鉴于此，本研究开创了对亚洲市场（尤其是酒店业）价格终止策略的实证研究。使用自动数据提取，从 21 家在澳门经营的在线广告酒店中抽取了 63,075 份房价样本。数字 8 是最常用的价格结尾，尤其是五星级酒店和高档客房。相反，4 并不是最不常用的价格结尾。