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Patterns of Consumer Response to Retail Price Differentials

In: The Behavioral Economics of Brand Choice

Author

Listed:
  • Jorge M. Oliveira
  • Gordon R. Foxall
  • Teresa C. Schrezenmaier

Abstract

Consumers’ responsiveness to changes in price is of primary interest to marketing researchers and retail managers since it influences a variety of strategic and tactical decisions, including pricing, promotion, and segmentation. It is particularly relevant for routinely purchased packaged goods, where price variations that occur during a year are in most part related to tactical marketing activities associated with competing brands, notably short-term price promotions, which may lead consumers to modify their purchase patterns. From the point of view of retail executives, it is vital to know whether and how such changes can impact brand and category sales.

Suggested Citation

  • Jorge M. Oliveira & Gordon R. Foxall & Teresa C. Schrezenmaier, 2007. "Patterns of Consumer Response to Retail Price Differentials," Palgrave Macmillan Books, in: The Behavioral Economics of Brand Choice, chapter 7, pages 165-197, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59673-3_7
    DOI: 10.1057/9780230596733_7
    as

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