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In search of value how price and store name information influence buyers product perceptions

In search of value how price and store name information influence buyers product perceptions Discusses a conceptual model of consumers product evaluation thatshould help marketers understanding of price setting. Provides aconceptual model that incorporates acceptable value range and thatexamines the influence of price and store name information on quality,monetary sacrifice, value, and willingness to buy. Argues that unlikebrand name image, which takes considerable time, money and managerialtalent to develop, price and retail outlet are two distinct marketingtools for making quick position movements in a competitive market.Concludes that understanding the effects of price and store nameinformation should lead to more effective and efficient behaviour in themarketplace by both buyers and sellers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

In search of value how price and store name information influence buyers product perceptions

Dodds, William B.
Journal of Consumer Marketing , Volume 8 (2): 10 – Feb 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110034974
Publisher site
See Article on Publisher Site

Abstract

Discusses a conceptual model of consumers product evaluation thatshould help marketers understanding of price setting. Provides aconceptual model that incorporates acceptable value range and thatexamines the influence of price and store name information on quality,monetary sacrifice, value, and willingness to buy. Argues that unlikebrand name image, which takes considerable time, money and managerialtalent to develop, price and retail outlet are two distinct marketingtools for making quick position movements in a competitive market.Concludes that understanding the effects of price and store nameinformation should lead to more effective and efficient behaviour in themarketplace by both buyers and sellers.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 1991

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