Effect of consumer characteristics on optimal reference price.

Oded Lowengart, Shlomo Mizrahi, Rami Yosef

Research output: Contribution to journalArticlepeer-review

Abstract

Examines the effect of consumer characteristics on optimal reference price. Opportunity for marketers of manipulation the reference price in order to create a gain in the perceptions of consumers; Direct relationship between loyalty level and the optimal reference price; Literature relating to pricing, reference price and brand loyalty.
Original languageEnglish
Pages (from-to)201-215
Number of pages15
JournalJournal of Revenue and Pricing Management
Volume2
Issue number3
DOIs
StatePublished - 1 Oct 2003
Externally publishedYes

Keywords

  • Consumer behavior
  • Pricing
  • Brand choice

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