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Consumer evaluation of products offered by a given retailer is often influenced by perceptions of the overall price level of all offerings from this retailer. Because of its direct impact on consumer choice, understanding and managing price image is of key importance to retailers. Despite its theoretical and managerial importance, however, very little research has explicitly explored the role of a retailer's price image in consumer buying behavior. Indeed, while the authors now know a great deal about how consumers evaluate individual prices.
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