search query: @author Puliyel, T. / total: 2
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| 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. |
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