Abstract
This study explores the influence of price on consumers’ decisions when purchasing snack foods. Though price has previously been examined for its role in snack food purchases (e.g., French et al. 1997, 2001; Kuchler, Tegen, and Harris 2005), the novel contribution of this research is to examine the specific role of unit pricing (UP) in guiding consumer choice. UP refers to the “pricing of goods on the basis of cost per unit of measure” (Sefcik 2013). For example, the retail price of a 12 oz can of soda might be 99c and this could be expressed as a unit price of 8.25c per oz.
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© 2016 The Academy of Marketing Science
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Cash, S.B., McAlister, A.R., Lou, C. (2016). Presence or Absence of Unit Price Display and Its Influence on Snack Food Choices. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_49
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DOI: https://doi.org/10.1007/978-3-319-19428-8_49
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-19427-1
Online ISBN: 978-3-319-19428-8
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