Price Rigidity and Rounding in Food Prices: an Empirical Analysis of Russian Retailing

Student: Belyaeva Alla

Supervisor:

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2024

The purpose of our scientific work is to study the rigidity of online prices of Russian grocery retailers depending on the appearance of the price. In our study, we will answer the question: Does online price rigidity differ depending on its visual component? In addition, we will check whether Russian online retailers use pricing strategies based on consumer cognitive biases. The hypotheses we put forward are based on cognitive distortions of consumers, as well as marketing pricing strategies accepted in world practice, and are tested by constructing a panel data model with fixed variables, a logistic model, a binomial test, etc. In our thesis, we identified the features of pricing depending on the visual price structure, and also conducted a comparative analysis of psychological pricing strategies of Russian online retailers.

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