On Price Roles and Budget Branding

Björn Ivens (), Brigitte Müller (), Steffen Wölfl () and Alexander Leischnig ()
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Björn Ivens: Otto-Friedrich-University
Brigitte Müller: University of Toulon, Cergam
Steffen Wölfl: Otto-Friedrich-University
Alexander Leischnig: TU Bergakademie Freiberg

A chapter in Commodity Marketing, 2022, pp 141-152 from Springer

Abstract: Abstract The price is a key purchase criterion for commodity goods and services. This chapter aims to deepen the understanding of consumers’ consideration and evaluation of budget brands by examining the roles of the price cue. A shopper intercept study with customers of retailers in Switzerland provides the data, which was analyzed using fuzzy-set qualitative comparative analysis (fsQCA). The findings of this study offer new insights into the complex patterns of price perceptions for evaluation and consideration of low-price offerings and contribute to the understanding of equifinality, causal asymmetry, and valence reversals in the study of price as cue.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90657-3_8

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DOI: 10.1007/978-3-030-90657-3_8

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