...Gunjan Malhotra Purpose This study aims to examine how consumers’ perceptions of in-store marketing influence their purchase decisions for frozen food products. This study explores the effects of familiarity, price sensitivity, health-consciousness and consumer scepticism on the relationship...

...Pierre Desmet Purpose Questionnaire measures of consumers’ willingness to pay (WTP) and price sensitivity are biased, yet these declarative methods can aid managerial decision-making. Additional choices involve which question formats to use (open-ended or discrete choice) and how many questions...