Consumer reaction to retail price and display changes

Date of publication: August 1, 1968

Abstract:

This article describes a marketing experiment which we believe to be the first of this type in Ireland. This controlled experiment was an attempt to test consumer reaction to price and display changes of a specific consumer product, a branded aerosol air freshener, within the limits imposed by time and the variations allowed by the co-operating grocery chain store.

Anthony Cunningham

Author

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Norman O'Connor

Author

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