http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : Peter J. Boyle (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
Store brand vs. national brand prices: Willingness to pay ≠ willingness to accept
Peter J. Boyle,E. Scott Lathrop,Hyoshin Kim 한국마케팅과학회 2021 마케팅과학연구 Vol.31 No.4
Determining the appropriate price for store brands relative to national brands is important. When setting the price, consumers’ perceptions of price and quality need to be considered. Two past approaches employed by store brand researchers to reveal consumers’ value of store brands include asking either: (1) the price discount they would need to be offered to switch from a national brand to a store brand (a measure of “willingness-to-accept”); or (2) the price premium they would be willing to pay to switch from a store brand to a national brand (a measure of “willingness-to-pay”). Research in other domains reveals that willingness-to-accept (WTA) and willingness-to-pay (WTP) estimates can diverge. We formally tested whether WTA estimates differ from WTP estimates elicited from consumers with respect to store and national brand prices. As predicted, WTA price estimates exceeded those of WTP. This pattern held regardless of whether product-quality equivalence of store and national brands was explicitly provided to respondents or whether respondents were free to make their own assumptions of product quality. Implications for private label researchers and product brand managers are discussed.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
