E-marketing: Product Variation, Price Differentiation, Growth of Internet Retail in US and EU, Internet Influences on Marketing Mix

2. Assessing price ranges on the Internet

To compare the low involvement purchase prices, I chose George Orwell book “1984”

The results from www.keloo.com are as follows:
• lowest price: 2.74£ at Swotbooks (delivery cost 2.25£)
• highest price: 20.00£ at WHSmith (delivery cost 2.75£)
• difference: 17.26£
• the median price: 7.42£
• the premium percentage charged by most(considering Swotbooks offer close to lowest production cost): 230% (this calculation would be correct only in case if all books were produced at the same production costs).

High involvement purchase Dyson DC07 Animal vacuum cleaner:
• lowest price: 210,00£ at 24-7 Electric (delivery cost 7.99£)
• highest price: 248,00£ at LX Direct (delivery cost 2.95£)
• difference: 38.00£
• the median price: 229.00£
• the premium percentage charged by most(considering 24-7 Electric offer as a base price): 9%

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