VITE ET À TOUT PRIX ? » Ou l'importance du prix pour le consommateur pressé

VITE ET À TOUT PRIX ? » Ou l'importance du prix pour le consommateur pressé

This research studies the combined effects of time pressure (TP) and consumer experience on the importance of price. Price is described in its three dimensions: salience (the priority given to price), relevance (its share among other information) and déterminance (its importance in final decision ma...

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Veröffentlicht in:Décisions marketing 2013-01 (69), p.11
Hauptverfasser: Lallement, Jeanne, Zollinger, Monique
Format: Artikel
Sprache:fre
Schlagworte:
Arbitrage
Consumer behavior
Impact analysis
Price levels
Time management
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container_title Décisions marketing
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creator Lallement, Jeanne
Zollinger, Monique
description This research studies the combined effects of time pressure (TP) and consumer experience on the importance of price. Price is described in its three dimensions: salience (the priority given to price), relevance (its share among other information) and déterminance (its importance in final decision making). Results confirm the importance of price in time constraint conditions. It is definitively more salient, although relevance and déterminance remain at the same level. Consumer expertise in situation of TP seems to be an interesting approach to segmentation by retailers, who have no interest to discourage price search. [PUB ABSTRACT]
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subjects Arbitrage
Consumer behavior
Impact analysis
Price levels
Time management
title VITE ET À TOUT PRIX ? » Ou l'importance du prix pour le consommateur pressé
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