search query: @author Ravi, V. / total: 1
reference: 1 / 1
« previous | next »
Author: | Puliyel, T. Ravi, V. |
Title: | Pricing research: a comparison of three techniques |
Journal: | Journal of the Market Research Society
1990 : APR, VOL. 32:2, p. 207-216 |
Index terms: | PRICING MARKET RESEARCH |
Language: | eng |
Abstract: | In order to assess the effectiveness of various pricing techniques an experimental study was carried out. Three pricing techniques were covered: purchase intention scale, Gabor-Granger technique and brand/price trade-off /BTO/.Significant differences were found in the results obtained through the BPTO and the other two techniques. The Gabor-Granger techniques tends to overstate purchase intention levels. Consistency in responses was also measured. BPTO appears to be the most appropriate method for researching price. |
« previous | next »
SCIMA