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Reports
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.
https://hal-hec.archives-ouvertes.fr/hal-00597235
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Tuesday, May 31, 2011 - 2:03:38 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Tuesday, May 31, 2011 - 2:03:38 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM