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| Tekijä: | Kalyanaram, G. Little, J. D. C. |
| Otsikko: | An empirical analysis of latitude of price acceptance in consumer package goods |
| Lehti: | Journal of Consumer Research
1994 : DEC, VOL. 21:3, p. 408-418 |
| Asiasana: | PRICING CONSUMER BEHAVIOUR CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | 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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