Low prices are just the beginning
HAMILTON, RYAN
Low prices are just the beginning Price image in retail management - 2013 - 1-20
Recent managerial evidence and academic research has suggested that consumer decisions are influenced not only by the prices of individual items but also by a retailer's price image, which reflects a consumer's impression of the overall price level of a retailer. Despite the increasing importance of price image in marketing theory and practice, existing research has not provided a clear picture of how price images are formed and how the imfluence consumer behavior.
RETAIL MANAGEMENT
658.87
Low prices are just the beginning Price image in retail management - 2013 - 1-20
Recent managerial evidence and academic research has suggested that consumer decisions are influenced not only by the prices of individual items but also by a retailer's price image, which reflects a consumer's impression of the overall price level of a retailer. Despite the increasing importance of price image in marketing theory and practice, existing research has not provided a clear picture of how price images are formed and how the imfluence consumer behavior.
RETAIL MANAGEMENT
658.87