Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling - HEC Paris - École des hautes études commerciales de Paris Access content directly
Reports Year : 2000

Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling

Xavier Drèze
  • Function : Author

Abstract

Reference price research suggest that consumers memorize and recall price information when selecting brands for frequently purchased products. In this study, we show that previous price-knowledge surveys provided imperfect estimates of reference price. Further, we propose to use a combination of price recall, price recognition, and deal recognition to measure representations to memorize prices. In addition we identify consumer and product characteristics that explain the variations in price knowledge.

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Dates and versions

hal-00597235 , version 1 (31-05-2011)

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  • HAL Id : hal-00597235 , version 1

Cite

Marc Vanhuele, Xavier Drèze. Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling. 2000. ⟨hal-00597235⟩

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