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

• Main Authors: Lim, Kang Qi, Anoosha Chivukula Sree
• 其他作者: Goh Kim Huat
• 格式: Final Year Project
• 語言: English
• 出版: 2014
• 主題: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Social sciences::Psychology::Consciousness and cognition
• 在線閱讀: http://hdl.handle.net/10356/55789
• 機構: 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...