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Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling

Abstract : Reference price research suggest that consumers memorize and recall price information when selecting brands for frequently purchased products. In this study, we show that previous price-knowledge surveys provided imperfect estimates of reference price. Further, we propose to use a combination of price recall, price recognition, and deal recognition to measure representations to memorize prices. In addition we identify consumer and product characteristics that explain the variations in price knowledge.
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https://hal-hec.archives-ouvertes.fr/hal-00597235
Contributor : Antoine Haldemann <>
Submitted on : Tuesday, May 31, 2011 - 2:03:38 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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  • HAL Id : hal-00597235, version 1

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Marc Vanhuele, Xavier Drèze. Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling. 2000. ⟨hal-00597235⟩

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