Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Brand Pricing in a Recession

Brand Pricing in a Recession A study, by in‐home interviews using a fully structured questionnaire with 80 consumers of mineral waters and 86 consumers of fruit juice – grocery products where advertising had either been continuously increased or decreased: results suggests that consumer awareness of price for either brands or competing own‐label products is very limited. However, with reference pricing, price recall improved. Discusses these findings in the context of a literature review on price and perceived quality and then evaluates them for the grocery products in question. Uncovers evidence of underpricing where advertising investment had been consistently increased to support the added‐value perceptions of brands. In conclusion, discusses the pricing relationship between brands and own‐labels, and urges manufacturers to reassess the consumer value of their brands in tests before competing on lower prices. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Brand Pricing in a Recession

Download PDF
10 pages

Loading next page...
 
/lp/emerald-publishing/brand-pricing-in-a-recession-0vztTIF01O

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569210010004
Publisher site
See Article on Publisher Site

Abstract

A study, by in‐home interviews using a fully structured questionnaire with 80 consumers of mineral waters and 86 consumers of fruit juice – grocery products where advertising had either been continuously increased or decreased: results suggests that consumer awareness of price for either brands or competing own‐label products is very limited. However, with reference pricing, price recall improved. Discusses these findings in the context of a literature review on price and perceived quality and then evaluates them for the grocery products in question. Uncovers evidence of underpricing where advertising investment had been consistently increased to support the added‐value perceptions of brands. In conclusion, discusses the pricing relationship between brands and own‐labels, and urges manufacturers to reassess the consumer value of their brands in tests before competing on lower prices.

Journal

European Journal of Marketing – Emerald Publishing

Published: Feb 1, 1992

Keywords: Advertising; Brand names; Consumer behaviour; Grocery industry; Own‐label goods; Pricing; Retail trade

There are no references for this article.