price antecedents

THE POWER OF SHOPPING ENJOYMENT AND BRAND LOYALTY – 3 OBSERVATIONS A study conducted by Isabel Maria Rosa Diaz and Francisco Javier Rondán Cataluña in 2011 looked at the impact of shopping environment, brand loyalty, frequency of purchase, and a range of demographic variables on consumer response to pricing. They considered what they called the […]

THE POWER OF SHOPPING ENJOYMENT AND BRAND LOYALTY – 3 OBSERVATIONS A study conducted by Isabel Maria Rosa Diaz and Francisco Javier Rondán Cataluña in 2011 looked at the impact of shopping environment, brand loyalty, frequency of purchase, and a range of demographic variables on consumer response to pricing. They considered what they called the antecedents of price responsiveness. The findings were competing: Enjoyment associated with shopping and brand loyalty appear to significantly influence the importance of price; Responsibility for shopping (purchase frequency) does not show a statistically significant relationship to purchase behaviour; Age, number of family members and income level were the demographic variables that significantly influenced the importance that respondents attached to price; Gender, marital status and education level did not appear to have a significant influence on purchase behaviour. Brand loyalty was found to be alive and well. It was also found to significantly decrease the importance…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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