CONSUMER PRICE KNOWLEDGE: AN EXAMINATION IN EIGHT PRODUCTS CATEGORIES OF DURABLE GOODS

Authors

  • Marco Antônio Silva Escola Superior de Propaganda e Marketing
  • André Torres Urdan Fundação Getulio Vargas

Abstract

This paper deals with subject that merits further academic investigation: the Consumer Price Knowledge. The purposes of this study were to describe the Consumer Price Knowledge variation amongst products of distinct categories and verify the relation between it and the determinants Involvement with the Product, Advertising Exposure and Use of Price-Quality. Based on a descriptive design, a survey with 200 hundreds consumers was conducted. Qui-square test and multiple regression analysis were performed. At first, the consumer price knowledge in eight products categories revealed significant variations. This analysis also showed that only one third of the consumers provided products price estimates accurately, indicating limited knowledge. In addition, the results pointed that although the relation between consumer price knowledge and its potential determinants appeared for some products, it is tenuous. This paper brings interesting academic implications and marketing practices directions.

KEYWORDS Consumer; Price knowledge; Involvement; Advertising; Price-Quality relation.

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Author Biographies

Marco Antônio Silva, Escola Superior de Propaganda e Marketing

Mestre em Administração de Empresas pela Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (EAESP-FGV). Professor da Escola Superior de Propaganda e Marketing (ESPM) e da Escola Superior de Engenharia e Gestão (Eseg-Etapa).

André Torres Urdan, Fundação Getulio Vargas

Doutor em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA/USP). Professor titular da Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV).

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Published

2008-08-04

Issue

Vol. 9 No. 2 (2008)

Section

Presentation

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