Search theories suggest that a decline in search costs increases search behavior. This relationship has been well supported by prior experimental research but not by studies conducted in retail settings. Our review of the literature suggests that this discrepancy might be driven by the fact that...

In a world where the competitiveness is the commune important value for all the firms, customers' choices and price are affecting deeply the firms and the industry. Price is not independent of the cost. Costing is also playing a major role in determining the valuable price for the market demand....