Effects of price decisions on product categories and brands
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 11 January 2008
Abstract
Purpose
The purpose of this present paper is to analyse the influence prices have on consumers' purchase decisions. Specifically, three aspects related to this variable are considered: formation of reference prices, effects of price variances on the buying behaviour and the influence of price promotions on the purchasing process.
Design/methodology/approach
The paper elaborates two household panels, one national (Taylor Nelson Sofres Group) and the other regional (elaborated by us) which complements the information provided by the former.
Findings
The results confirm the use of reference prices by consumers, highlighting the importance of the stimuli present at the point of sale for their formation. Likewise, the paper observes the interrelation of strategic decisions, emphasising the collateral effects derived from them.
Originality/value
The paper cautions retailers that immediate discounts as a promotional strategy may be successful, but this does not apply to all product categories.
Keywords
Citation
Álvarez Álvarez, B. and Vázquez Casielles, R. (2008), "Effects of price decisions on product categories and brands", Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 1, pp. 23-43. https://doi.org/10.1108/13555850810844850
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited