The effect of price cuts on perceived product quality in a grocery shopping simulation

Donald Shawyer (University of Missouri, Columbia, USA )
Norman French (University of Missouri, Columbia, USA )
Anthony McGann (University of Wyoming, Laramie, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1972


Suggests that housewives shift brand preferences when confronted with actual price differentials in a market and, irrespective of income or educational levels, react to price cues on low‐priced grocery items. Discusses and compares various studies conducted across varying price differences and consumer stereotypes in the UK and the USA. Reports results of an experiment designed to extend empirical evidence about the relationships among brand preference, perceived quality and price cues. Sums up that this study once again confirms the basic importance of price to housewives.



Shawyer, D., French, N. and McGann, A. (1972), "The effect of price cuts on perceived product quality in a grocery shopping simulation", European Journal of Marketing, Vol. 6 No. 4, pp. 217-222.

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Copyright © 1972, MCB UP Limited

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