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Information based decision making in pricing

Date of publication: June 15, 1993

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Peter S.H. Leeflang, Michel Wedel

Abstract:

This paper discusses two well-known experimental procedures which can be used as a basis for demand-oriented pricing, v.z. Gabor-Granger-procedures and Brand Price Trade Off-analyses. It demonstrates our experiences with these methods, while the relative advantages and disadvantages are discussed and current problems identified. Furthermore a recently proposed Gabor-Granger model is briefly discussed which allows for the identification of complex and non-linear effects of prices on consumer demand.

Peter S.H. Leeflang

Author

This is a long description of some author details.

Michel Wedel

Author

This is a long description of some author details.

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Leeflang and Wedel (1993a, June 15). Information based decision making in pricing. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-role-of-new-information-technology-in-decision-making