The Attitude of the Consumer to Prices

Abstract

It is stated in a recent commercial publication that of a set of products test marketed in the course of recent years, 20 per cent of the failures was mainly due to the price and the product not being well matched. While the statistical evidence presented appears to be rather too slender to permit generalisations, its indications are in conformity with other experience, both in this country and elsewhere.

Citation

Gabor, A. and Granger, C.W.J. (1979), "The Attitude of the Consumer to Prices", Management Decision, Vol. 17 No. 8, pp. 619-634. https://doi.org/10.1108/eb001215