Tóm tắt
A study, by in‐home interviews using a fully structured
questionnaire with 80 consumers of mineral waters and 86 consumers of
fruit juice – grocery products where advertising had either been
continuously increased or decreased: results suggests that consumer
awareness of price for either brands or competing own‐label products is
very limited. However, with reference pricing, price recall improved.
Discusses these findings in the context of a literature review on price
and perceived quality and then evaluates them for the grocery products
in question. Uncovers evidence of underpricing where advertising
investment had been consistently increased to support the added‐value
perceptions of brands. In conclusion, discusses the pricing relationship
between brands and own‐labels, and urges manufacturers to reassess the
consumer value of their brands in tests before competing on lower
prices.
