The Attitude of the Consumer to Prices

descriptionPublicationkeyboard_double_arrow_right Article 01 Aug 1979 English Publisher:EmeraldJournal:Management Decision, volume 17, pages 619-634 (issn: 0025-1747,

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Authors: André Gabor; C.W.J. Granger;

doi: 10.1108/eb001215

The Attitude of the Consumer to Prices

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Abstract

It is stated in a recent commercial publication that of a set of products test marketed in the course of recent years, 20 per cent of the failures was mainly due to the price and the product not being well matched. While the statistical evidence presented appears to be rather too slender to permit generalisations, its indications are in conformity with other experience, both in this country and elsewhere.

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