search query: @indexterm RETAIL PRICING / total: 107
reference: 63 / 107
| Author: | Marbeau, Y. |
| Title: | What value pricing research today. |
| Journal: | Journal of the Market Research Society
1987 : APR, VOL. 29:2, p. 153-182 |
| Index terms: | MARKET RESEARCH RETAIL PRICING CONSUMER CHOICE PRODUCT PREFERENCE |
| Language: | eng |
| Abstract: | Pricing is described as an under-researched area. The main roadblocks obstructing the way towards valuable pricing research are listed. Ten common fallacies about price are summarized. Questions of price awareness, relative price level and demand elasticity are discussed. The family of the price acceptance testing methods is described. The most important ones are analyzed and illustrated in detail. The importance of studying price within context is stressed. The distribution factor is analyzed. Methods are presented for joint measurement. The multi-attributes trade-off approach is described. A decision tree is presented for choosing the most cost-effective pricing research method. |
SCIMA