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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.