Antecedents of the importance of price in purchase decisions

Revista de Administração de Empresas

Isabel Maria Rosa Diaz¹  Francisco Javier Rondán Cataluña² 

[1] ,Universidad de Sevilla Faculty of Economics and Business Sevilha,Espanha

关键词: Importance of price;    brand loyalty;    purchase frequency;    enjoyment;    ordinal regression;    Importância do preço;    a fidelidade à marca;    freqüência de compras;    prazer;    regressão ordinal;    Importancia del precio;    la fidelidad a la marca;    frecuencia de compras;    placer;    regresión ordinal;   

DOI  :  10.1590/S0034-75902011000400005

来源: SciELO

【 摘 要 】

This paper analyses the commercial and socio-demographic antecedents of the importance of price in buyers' decisions. The study uses ordinal regression in order to analyze the data obtained from a random sample of consumers of frequently purchased products; these consumers were surveyed in different stores. The results demonstrate that shopping enjoyment and brand loyalty have an influence over the importance of price. However, responsibility for shopping (purchase frequency) does not show a significant relationship. Furthermore, some interesting socio-demographic characteristics were found in the context of the study that can be analyzed in future research.

【 授权许可】

CC BY   
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