Consumer Response To Utilization Of Comparison Prices In Retail Advertisements
Consumer response to utilization of comparison prices in retail advertisements
ABSTRACT
The use of comparative price advertising is widespread. An advertised reference price (e.g., regular price, original price, manufacturer's suggested price) suggests that consumers will save money, that they will "get a deal." Advertisers often appeal to this desire to "get a deal" by comparing the offering price (e.g., sale price) with some higher reference price (e.g., regular price), thereby making the offered price more attractive. Whether consumers actually save money depends primarily on the validity of this advertised comparative reference price. This paper attempts to examine the impact of comparative pricing on the consumer response towards that brand or that company and hence the buying behavior. The key factors that emerge out of the study are the wordings of the advertisement, the presence of a time constraint on the offer, the the focus of the advertising, for example if it was......
View the rest of this paper...
Approximate Word Count: 5380
Approximate Pages: 22 (250 words per double-spaced page)
Why should you join Frat Files?
- - It's safe, secure, and private.
- - Instant access to over 100,000 papers. New papers are added hourly.
- - Fast and reliable customer support.
Similar Essays
-
Consumer Response To Utilization Of Comparison Prices In Retail ...
Consumer Response To Utilization Of Comparison Prices In Retail Advertisements.
Consumer response to utilization of comparison prices ... -
Marketing Research
... Because of an extensive negative response for "genetic ... it to improve plant utilization,
reduce variability ... and retailers before any product reaches a consumer. ... -
Warid Telecom
... Elaborative Activities: This includes the utilization of previously ... the actual behavior
of the consumer concerning the ... drawn a figure from the response of the ... -
An Industry Study On The Intensive Pig Farming Industry
... on the cutting edge of production and resource utilization. ... terms of price offerings
to the impartial consumer. ... more flexibility and swifter response to market ... -
Intensive Pig Farming Industry
... on the cutting edge of production and resource utilization. ... terms of price offerings
to the impartial consumer. ... more flexibility and swifter response to market ...
Frat Files
Members
Information
