Brand Price Recall: The Implications for Pricing Research

Abstract

Effective pricing research techniques need to reflect fully consumer behaviour. A historical review indicates the limited capabilities of consumers to recall grocery prices correctly. Adoption‐level theory implies that consumers evaluate brand prices relative to a reference price rather than in isolation. A consumer survey, updating our knowledge of consumers′ ability to recall prices correctly, provides evidence that price accuracy increases when a reference price is given. Considers implications for pricing research.

Citation

de Chernatony, L. and Knox, S. (1992), "Brand Price Recall: The Implications for Pricing Research", Marketing Intelligence & Planning, Vol. 10 No. 9, pp. 17-20. https://doi.org/10.1108/02634509210020088