Patterns of Consumer Response to Retail Price Differentials

Jorge M. Oliveira, Gordon R. Foxall and Teresa C. Schrezenmaier

Chapter 7 in The Behavioral Economics of Brand Choice, 2007, pp 165-197 from Palgrave Macmillan

Abstract: 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.

Keywords: Product Category; Price Elasticity; Behavioral Economic; Breakfast Cereal; Store Brand (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59673-3_7

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DOI: 10.1057/9780230596733_7

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