Consumer reaction to retail price and display changes

Antony C. Cunningham (University college, Dublin, Eire)
Norman J. O’Connor (Cooper, McDougald & Robertson (Ireland) Ltd)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 February 1968


Describes a controlled marketing experiment carried out in Ireland designed to test consumer reaction to price and display changes. Uses a branded aerosol air freshner as an example product line and involves eight supermarkets in the Dublin area. Suggests from the results, that display is an important factor in the sale of products, but reduction in price suprisingly reduces unit sales and revenue.



Cunningham, A. and O’Connor, N. (1968), "Consumer reaction to retail price and display changes", European Journal of Marketing, Vol. 2 No. 2, pp. 147-149.

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Copyright © 1968, MCB UP Limited

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