Customer Choices of Manufacturer Versus Retailer Brands in Alternative Price and Usage Context

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Customer Choices of Manufacturer Versus Retailer Brands in Alternative Price and Usage Context

This article offers a context-dependent theory of how price changes influence consumer purchase choice for fast moving consumer goods (FMCGs) for manufacturer (large household share) and retailer (small household share) brands. The theory proposes that the influence of price on demand is systematica...

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Bibliographic Details
Main Authors:	Woodside, Arch, Ozcan, T.
Format:	Journal Article
Published:	Pergamon 2009
Subjects:	Consumer Retailer brand Manufacturer brand Usage context Strategy Price Elasticity Experiment
Online Access:	http://hdl.handle.net/20.500.11937/33433

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