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Pricing policies for new products
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1997 MCB UP Ltd. All rights reserved.
- ISSN
- 1061-0421
- DOI
- 10.1108/10610429710175682
- Publisher site
- See Article on Publisher Site
Abstract
Presents a simple and concise survey method for measuring price sensitivity and illustrates its use by examining the relationship between innovativeness and price sensitivity within a specific product category. The results of a survey of 457 students revealed a negative relationship between fashion innovativeness and fashion price sensitivity, thereby confirming previous studies. Additional analyses showed that the individual scale items and the short summed scales operationalizing the constructs possessed discriminant validity, enhancing the credibility of the findings. Discusses applications of this self‐report method for measuring price sensitivity to other pricing issues.
Journal
Journal of Product & Brand Management – Emerald Publishing
Published: Jun 1, 1997
Keywords: Diffusion; Fashion; Pricing policy; Pricing strategy; Product innovation