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Keywords: Latitude of price acceptance (LPA)
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (7): 962–976.
Published: 04 September 2019
...Gordhan K. Saini; Arvind Sahay; Gurumurthy Kalyanaram Purpose This paper aims to examine three important questions: What would be the effects of pricing at the lower end of a wide vs narrow latitude of price acceptance (LPA) on consumer choice of the bundle? How would the nature of a bundle frame...
