A study on the effects of reference price and pricing on product bundle preferences

• Main Authors: Lim, Kang Qi, Anoosha Chivukula Sree
• Other Authors: Goh Kim Huat
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Social sciences::Psychology::Consciousness and cognition
• Online Access: http://hdl.handle.net/10356/55789
• Institution: Nanyang Technological University

This study delves into consumer research in the local context – (1) the effects of an internal and external reference price on utility and (2) the impact of price discounts on the perceived value of a product bundle. We further aim to establish how the relationship between internal or external refer...