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Le jugement comparatif des prix par le consommateur

Author

Listed:
  • Monique Zollinger

    (CERMAT - Centre d'Études et de Recherche en MAnagement de Touraine - Institut d'Administration des Entreprises (IAE) - Tours, Institut d'Administration des Entreprises (IAE) - Tours)

Abstract

Quarante années de recherche sur le prix ont permis d'établir que l'acheteur juge les prix par comparaison avec un prix de référence qui peut être interne, ou externe. Le contenu du PRI est marqué par la faiblesse de la précision des informations trouvées en mémoire. La question du rôle du PRE et de son influence sur le PRI, plus récemment explorée, présente un intérêt renouvelé par les situations où PRI et PRE sont exprimés en monnaies différentes (exemple : e-commerce et Euroland).

Suggested Citation

  • Monique Zollinger, 2004. "Le jugement comparatif des prix par le consommateur," Post-Print hal-02023008, HAL.
    • Handle: RePEc:hal:journl:hal-02023008
    DOI: 10.1177/076737010401900204
    as

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    Citations

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    Cited by:

    1. Christine Lambey-Checchin, 2013. "Le mixed price bundling, une stratégie marketing alternative ? Le cas bancaire des « offres jeunes »," Post-Print hal-01507451, HAL.
    2. Marine Le Gall-Ely & Caroline Urbain & Anne Gombault & Dominique Bourgeon & Christine Petr, 2007. "Une étude exploratoire des représentations de la gratuité et de ses effets sur le comportement des publics des musées et des monuments," Post-Print hal-00522834, HAL.
    3. Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.

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