Consumer Price Perception
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Consumer Price Perception
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Author : Mai Anttila
language : en
Publisher:
Release Date : 1977
Consumer Price Perception written by Mai Anttila and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977 with Adaptation level (Psychology) categories.
Consumer Price Perception
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Author :
language : en
Publisher:
Release Date : 1977
Consumer Price Perception written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977 with categories.
Consumer Price Perception
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Author : Mai Anttila
language : fi
Publisher:
Release Date : 1977
Consumer Price Perception written by Mai Anttila and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977 with categories.
Price Image Versus Price Reality Objective And Subjective Of Consumer Price Perception
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Author : Mai Anttila
language : en
Publisher:
Release Date : 1979
Price Image Versus Price Reality Objective And Subjective Of Consumer Price Perception written by Mai Anttila and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1979 with categories.
Consumer Price Perception And Preferences
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Author : Mai Anttila
language : en
Publisher:
Release Date : 1990
Consumer Price Perception And Preferences written by Mai Anttila and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Consumers categories.
Consumer Price Perception Process And Price Deals
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Author : Matti Urrila
language : en
Publisher:
Release Date : 1982
Consumer Price Perception Process And Price Deals written by Matti Urrila and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1982 with categories.
Pricing Strategy And The Formation And Evolution Of Reference Price Perceptions In New Product Categories
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Author : Benjamin Lowe
language : en
Publisher:
Release Date : 2006
Pricing Strategy And The Formation And Evolution Of Reference Price Perceptions In New Product Categories written by Benjamin Lowe and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Electronic dissertations categories.
Abstract : This study examines how pioneer and follower pricing strategies affect the formation and evolution of reference price perceptions in new product categories. It contributes to our understanding of pricing new products by integrating two important research streams in the field of marketing - reference price theory and the theory of pioneer brand advantage. This is the first research to address reference price effects for radically new product categories. Prior research has focused solely on products in existing categories, typically in fast moving consumer goods categories. Using three experiments to causally establish the consequences of pioneer and follower pricing strategies on consumer perceptions, three critical research issues are addressed for the first time, consistent with calls for research in the literature: 1. Which reference price do consumers utilise in new product categories? 2. What is the role of consumer confidence in reference price for new product categories? 3. How do reference price perceptions form and evolve as a result of pioneer and follower pricing strategy? In the literature, a frequently cited issue is the fragmented operationalisation of reference price perceptions. With little theory to guide researchers in terms of which measures should be used, experiment 1 provides new theory, finding as hypothesised, that fair price perceptions as opposed to expected price perceptions are more likely to be evoked by consumers for new product categories. Experiment 1 also finds that using consumers' confidence in their reference price beliefs as an additional explanatory variable, does not improve over current reference price models. Overconfidence, a robust consumer behavioural phenomenon (Alba and Hutchinson 2000), might explain this result. Prior research has made several contributions to understanding reference price perceptions in established product categories. However, not much is known about how these reference price perceptions initially form and evolve. Experiments 2 and 3 address this gap by simulating an emerging market and examining the role of pioneership in shaping reference price perceptions. Experiment 2 found the pioneer, due to its perceptual prominence, is able to define the reference price and subsequently define perceptions of value. That is, the value consumers place on a product and their intentions to purchase the product are about the same whether the pioneer follows a penetration (initial low price) or skimming (initial high price) strategy. Experiment 3 extends experiment 2 by examining what happens in the emerging market when a follower brand enters. The follower enters at a large or small discount to the pioneer, and the pioneer completes its penetration or skimming strategy, converging to a 'regular' price. As predicted, the pioneer's initial price frames subsequent price and value perceptions, signifying the importance of the pioneer as a referent brand. Lower initial prices erode value perceptions, whereas higher initial prices substantiate value perceptions. The follower's pricing strategy does not have as much influence as the pioneer's pricing strategy. Other findings from experiment 3 related to reference price theory in general. Specifically, there was strong evidence of an averaging process when forming reference prices. This adds theory to the measurement debate about operationalising reference price as some past price such as last price paid or some average of past prices. Experiment 3 also provides a further measurement contribution by supporting the use of brand specific measures of reference price, rather than category based measures. More generally, because of the causal research design, this thesis provides strong evidence of the use of reference prices in consumer decision making: a key concern emphasised by one of the area's seminal articles (i.e., Kalyanaram and Winer 1995), which stresses the need to provide evidence that consumers actually use reference prices, and not just act as if they do.
Perceived Quality
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Author : Jacob Jacoby
language : en
Publisher: Lexington Books
Release Date : 1985
Perceived Quality written by Jacob Jacoby and has been published by Lexington Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Business & Economics categories.
Consumer Price Perception Of Scarcity And Time Pressure
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Author : Michael Barbera
language : en
Publisher:
Release Date : 2019
Consumer Price Perception Of Scarcity And Time Pressure written by Michael Barbera and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
Consumer Response To Price
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Author : Jacob Jacoby
language : en
Publisher:
Release Date : 1976
Consumer Response To Price written by Jacob Jacoby and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with Consumers categories.