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dc.contributor.authorWoodside, Arch
dc.contributor.authorOzcan, T.
dc.date.accessioned2017-01-30T13:37:02Z
dc.date.available2017-01-30T13:37:02Z
dc.date.created2014-04-16T20:00:55Z
dc.date.issued2009
dc.identifier.citationWoodside, Arch G. and Ozcan, Timucin. 2009. Customer Choices of Manufacturer Versus Retailer Brands in Alternative Price and Usage Context. Journal of Retailing and Consumer Services. 16 (2): pp. 100-108.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/33433
dc.identifier.doi10.1016/j.jretconser.2008.11.006
dc.description.abstract

This article offers a context-dependent theory of how price changes influence consumer purchase choice for fast moving consumer goods (FMCGs) for manufacturer (large household share) and retailer (small household share) brands. The theory proposes that the influence of price on demand is systematically very sensitive to context effects; more specifically, the theory includes the hypothesis that elasticity is much greater when the price change results in the manufacturer and retailer brands having the same price compared to when the price change keeps the manufacturer brand price above the retailer brand price. The implicit and/or explicit association with higher quality with the manufacturer versus retailer brand may be the main reason for buying the higher priced manufacturer brand. Decreasing the price of the manufacturer brand to equal the retailer brand's price takes away the primary reason for buying the retailer brand (i.e., saving money); increasing the price of the retailer brand to equal the manufacturer brand's price has the same effect. The empirical findings in the studies that this article reports support the hypothesis and confirm Scriven and Ehrenberg's [2004. Consistent consumer responses to price changes. Australas. Mark. J. 12(3), 21–39] major conclusion that relative order of price is more important than relative distance.

dc.publisherPergamon
dc.subjectConsumer
dc.subjectRetailer brand
dc.subjectManufacturer brand
dc.subjectUsage context
dc.subjectStrategy
dc.subjectPrice
dc.subjectElasticity
dc.subjectExperiment
dc.titleCustomer Choices of Manufacturer Versus Retailer Brands in Alternative Price and Usage Context
dc.typeJournal Article
dcterms.source.volume16
dcterms.source.number2
dcterms.source.startPage100
dcterms.source.endPage108
dcterms.source.issn0969-6989
dcterms.source.titleJournal of Retailing and Consumer Services
curtin.department
curtin.accessStatusFulltext not available


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