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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 1061-0421
- DOI
- 10.1108/10610420010332430
- Publisher site
- See Article on Publisher Site
Abstract
Studies the impact of search cost and prior knowledge on consumer search at different price points in a market price distribution for telecommunications products. In an experiment it is found that buyers search differently on premium price products than they do on moderate and low price products, and that this behavior depends on the search costs of the purchase situation and the knowledge of the buyer involved. The results suggest a number of implications for marketers on the role of premium priced brands, ranging from product line pricing strategy to information communication strategy.
Journal
Journal of Product & Brand Management – Emerald Publishing
Published: Jun 1, 2000
Keywords: Consumer behaviour; Product costs; Pricing strategy