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| Tekijä: | Dickson, P. R. Sawyer, A. G. |
| Otsikko: | The price knowledge and search of supermarket shoppers |
| Lehti: | Journal of Marketing
1990 : JUL, VOL. 54:3, p. 42-53 |
| Asiasana: | SUPERMARKETS SHOPPING ADVERTISING CONSUMER BEHAVIOUR PRICES |
| Kieli: | eng |
| Tiivistelmä: | The behaviour of supermarket shoppers at the point of purchase is examined with a conceptual model of price encoding and knowledge. Hypotheses were tested by using observations and interviews. Price knowledge and price perception of shoppers are presented, buying at regular and special prices, behaviour of frequent shoppers, effect of nothing item in-store advertising, effect of price on brand and store image, price status recognition, and general price vigilance are discussed. It is concluded that better promotion and identification of price specials might benefit both consumer and the manufacturer. Studies of methods of calling greater attention to prices, including measures of their effect, are recommended. Theoretical implications are discussed. |
SCIMA