search query: @author Kalyanaram, G. / total: 5
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| Author: | Kalyanaram, G. Little, J. D. C. |
| Title: | An empirical analysis of latitude of price acceptance in consumer package goods |
| Journal: | Journal of Consumer Research
1994 : DEC, VOL. 21:3, p. 408-418 |
| Index terms: | PRICING CONSUMER BEHAVIOUR CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | Scanner panel data analyses for sweetened and unsweetened drink categories (with four brands in each) support the presence of a region of price insensitivity around a reference price. The analyses also suggest that consumers with higher average reference price have a wider latitude of price acceptance. Consumers with a higher frequency of purchase (i.e., shorter average interpurchase time interval) are found to have a narrower latitude of price acceptance, because they are more aware of the range of price distributions. Finally, consumers with a higher average brand loyalty have a wider latitude of price acceptance, demonstrating greater tolerance of price fluctuations. |
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