Reference pricing studies in marketing: a synthesis of research results

Article Abstract:

Reference pricing studies in marketing are examined to show the nature of the studies, the measurement methods used and the constructs applied. Means for enhancing this type of research are suggested. The level of statistical effects gained from reference pricing studies are also examined, with the average levels useful for studying future research results. Reference pricing is being increasingly used to study consumer behaviour. The studies are reviewed both quantitatively and qualitatively.

Evaluation, Pricing, Marketing research, Market research, Consumer behavior

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Supplier's desire to influence related to perceived use of power and performance

Article Abstract:

The construct supplier's desire to influence a distributor's behavior is empirically validated for the first time through a nationwide study of a brewing industry. Perceptions of the supplier's desire to influence, the perceioved use of power by brewers to influence distributors and the distributor's performance are examined. A positive relationship is found between the suppliers' desire to influence and their later use of coercive power sources relationship.

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The moderating role of brand familiarity in reference price perceptions

Article Abstract:

The moderating role of brand familiarity on the effects of reference prices on consumers' price perceptions and behavioral interactions is investigated. The impact of brand familiarity on the relationship between reference prices and transaction utility as well as shop-around saving and shopping intention is specifically analyzed. Results indicate that brand familiarity exerts a strong influence on consumer price perceptions.

Analysis, Brand choice

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