search query: @indexterm PRICE LEVEL / total: 354
reference: 192 / 354
| Author: | Motes, W. H. |
| Title: | Replication of pricing effects on brand choice behaviour. |
| Journal: | European Journal of Marketing
1987 : VOL. 21:1, p. 14-25 |
| Index terms: | BRAND CHOICE PRICE LEVEL |
| Language: | eng |
| Abstract: | The history of brand choice research is outlined. The methodology and the results of a research programme are described. The effects of four different price changes on brand choice behavior were assessed. Questions of sample selection and recruitment are cleared. Informations given to subjects are listed. Price manipulations and consumer behavior are described. Statistical data are presented about the results. Penetration and purchase frequency data are analyzed. The buying structure is described. Effects of price increases and reductions are analyzed in detail. A short conclusion is summarized. |
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