• Journal of Global Scholars of Marketing Science
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• v.15 no.1
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• pp.81-103
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• 2005

This study intends to examine whether consumers, especially buying apparel product postpone purchase in the beliefs of price break in the near future. For this research objectives, the dynamic price expectation effect model for apparel product is proposed and is applied to weekly sales data and price information of 43 women's apparel brands from a department store over the spring season. The main results are summarized as follows. 1. Dynamic price expectation effect model is developed and the model is more robust to apparel product than Gutenberg model, which is not considered these conditions. 2. By applying the model to empirical data, we find out the price expectation effect in the apparel product; concretely there are 23 brands out of 43 brands. This study confirms the price expectation effects in the apparel product theoretically and extends the research boundary of price expectation effects.