Abstract
The level of consumers’ price awareness and their sensitivity to price have important implications for pricing policy. However, measurement in this area is seldom straightforward, and this chapter is mainly concerned with an evaluation of the various measurement techniques that are available and of the results that they have yielded.
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
Further Reading
B. Taylor and G. Wills (eds), Pricing Strategy (London: Staples, 1969) chs 1–13, 29, 37.
D. V. Harper, Price Policy and Procedure (New York: Harcourt, Brace & World, 1966) ch. 5.
R. A. Lynn, Price Policies and Marketing Management (Homewood, Illinois: Irwin, 1967) ch. 9.
S. H. Britt (ed.), Consumer Behaviour and the Behavioural Sciences (Wiley: New York, 1966) ch. 31.
J. Abrams, ‘A New Method for Testing Pricing Decisions;’ Journal of Marketing, vol. 28/3 (1964) pp. 6–9.
Copyright information
© 1976 F. Livesey
About this chapter
Cite this chapter
Livesey, F. (1976). The Price Awareness and Sensitivity of Consumers. In: Pricing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15651-1_4
Download citation
DOI: https://doi.org/10.1007/978-1-349-15651-1_4
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-18479-0
Online ISBN: 978-1-349-15651-1
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)