Consumer reaction to retail price and display changes
Antony C. Cunningham
(University college, Dublin, Eire)
Norman J. O’Connor
(Cooper, McDougald & Robertson (Ireland) Ltd)
392
Abstract
Describes a controlled marketing experiment carried out in Ireland designed to test consumer reaction to price and display changes. Uses a branded aerosol air freshner as an example product line and involves eight supermarkets in the Dublin area. Suggests from the results, that display is an important factor in the sale of products, but reduction in price suprisingly reduces unit sales and revenue.
Keywords
Citation
Cunningham, A.C. and O’Connor, N.J. (1968), "Consumer reaction to retail price and display changes", European Journal of Marketing, Vol. 2 No. 2, pp. 147-149. https://doi.org/10.1108/EUM0000000005250
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited