A study of retail store image based on comparative pricing strategies found that consumers tend to perceive stores that offer a small discount on a large number of items as having lower prices overall than competing stores that offer larger discounts on a smaller number of products.

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The study suggests that consumers perceive stores with small discounts on a large number of items as having lower prices overall than stores with larger discounts on a smaller number of products.

A Study of Retail Store Image Based on Comparative Pricing