...Bonaventure Boniface; Amos Gyau; Randy Stringer Purpose Price satisfaction is an influential factor in competitive performance and business success. Strong price satisfaction enhances and sustains high quality business relationships, leading to improved profits for chain participants. The purpose...

.../methodology/approach Historical data on physical sales and various marketing efforts (advertising, sales force, promotion, distribution and price) have been collected for two brands. Double‐log regression model has been fitted on data to estimate the elasticity of sales to each effort. Subsequently...

...Nelson Oly Ndubisi; Kim‐Shyan Fam; Bill Merrilees; James E. Richard; Laszlo Jozsa; Yongqiang Li; Jayne Krisjanous Purpose The purpose of this paper is to examine two key dimensions of in‐store marketing, namely in‐store promotions and price markdowns. These seem to be the two most important...

...Begoña Álvarez Álvarez; Rodolfo Vázquez Casielles Purpose The purpose of this present paper is to analyse the influence prices have on consumers' purchase decisions. Specifically, three aspects related to this variable are considered: formation of reference prices, effects of price variances...