Price Sensitivity of the Consumer

Abstract

Even the best advertising campaign may fail if the price of the product is not appropriate, yet retail prices are still determined more by rules of thumb than systematic study.

Citation

Gabor, A. and Granger, C.W.J. (1979), "Price Sensitivity of the Consumer", Management Decision, Vol. 17 No. 8, pp. 569-575. https://doi.org/10.1108/eb001212