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

Abstract

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.

Keywords

Citation

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. https://doi.org/10.1108/EUM0000000005250

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Publisher

:

MCB UP Ltd

Copyright © 1968, MCB UP Limited

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