search query: @author England, L. R. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Ehrenberg, A. S. C. Castleberry, S. B. England, L. R. |
| Title: | Price parity for very close substitutes: an exploratory result. |
| Journal: | Marketing and Research Today
1989 : MAY, VOL. 17:2, p. 84-88 |
| Index terms: | RETAIL PRICING COMPETITION BRANDS MARKET SHARE |
| Language: | eng |
| Abstract: | It was examined how sales shares of two very close substitutes vary near price parity. In the pricing experiment, two versions of the same brand competed with each other, one was the standard of the brand and the other one was differentiated by a stick-on label saying 'New'.The aim was to find out to what extent the sales responses for different price differentials between the 'New' and standard versions of the brand would generalise quantitatively. |
« previous | next »
SCIMA