Recuerdo de precios de los consumidores: Análisis de sus factores explicativos
Resumen
Precio constituye un factor principal en el proceso de decisión del consumidor de la compra, sin embargo, hay investigaciones que indican que una proporción significativa de los consumidores olvidar buenos precios. Los estudios realizados han analizado de forma aislada otros factores que influyen en el recuerdo de los precios; sin embargo, hasta ahora no se ha propuesto un modelo explicativo que tenga en cuenta las variables que influyen en la memoria del precio de una manera holística. De ahí la necesidad de elevar una investigación en la que el diseño de la metodología consiste en 400 entrevistas personales a los compradores en el punto de venta de las tres categorías de productos principales. Los resultados obtenidos para la medición de recuerdo preciso del precio por los consumidores era bastante limitado, lo que resulta en una serie de relaciones causales significativas de diferente signo sobre los precios de retirada de los factores como la lealtad, el tiempo transcurrido, la frecuencia de compra, la edad, el sexo, el ingreso, la promoción, la implicación con la categoría, el tipo de marca (Fabricante-Distribuidor), la forma de pago (efectivo, tarjeta) y sus implicaciones estratégicas para el desarrollo de las políticas de precios.
Recibido: 02 de agosto de 2014
Aceptado para su publicación: 11 de septiembre de 2014
Palabras clave
Texto completo:
PDFReferencias
Ailawadi, Kusum, Scott A. Neslin and Karen Gedenk. (2001). “Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions”. The Journal of Marketing, 65 (1), 71-89
Ailawadi, K and Harlam, B. (2004). “An Empirical analyses of determinants of retails margins: The role of store-brand share. Journal of Marketing, 68 (January), 147-165
Alba, J.W., Bronianczyk, S.M., Shimp, T.A. Y Urbany, J.E. (1994). “The influence of prior beliefs, frequency cues and magnitude cues on consumers´ perceptions of comparative price deals”, Journal of Consumer Research, 21, septiembre, pp. 219-235 Allen, J., Harrell, G., Hutt, M. (1976). “Price Awareness Study”. Food Marketing Institute, Washington D.C, United States. Amine, A. (1998). “Consumers’ true brand loyalty: the central role of commitment”, Journal of Strategic Marketing, 6 (4), 305–319. Atkinson, R. C and Shiffrin, R.M. (1968). “Human memory: A proposed system and its control processes”, in K.W Spence and J.T Spence. The psychology of learning and motivation, (2), New York: Academic Press
Baddeley, A. (1999). Memoria humana: Teoría y práctica. México, D.F.: McGraw Hill
Baltas, G and P. Doyle. (1998). “An Empirical Analysis of Private Brand Demand Recognizing Heterogeneous Preferences and Choice Dynamics”. The Journal of the Operational Research Society, 49 (8), 790-798
Beatty, Sharon and Scott M. Smith. (1987). “External Search Effort: An Investigation Across Several Product Categories”. Journal of Consumer Research, 14 (June), 83-95
Bettman, J. (1979). “An Information Processing Theory of Consumer Choice”, Addison-Wesley Reading, 139-143
Binkley, James K. and Bejnarowicz, John. (2003). “Consumer price awareness in food shopping: the case of quantity surcharges”, Journal of Retailing, 79 (1), pp. 27–35
Burke, D. M., and Light, L. L. (1981). “Memory and aging: The role of retrieval processes”. Psychological Bulletin, 90, 513–546
Cacioppo, John T. and Richard E. Petty (1979). "Effects of Message Repetition and Position on Cognitive Response, Recall and Persuasion," Journal of Personality and SocialPsychology, 37 (January), 97-109
Castel, Alan D. (2005). “Memory for Grocery Prices in Younger and Older Adults: The Role of Schematic Support”. Psychology and Aging, 20 (4), 718-721
Celsi, R.L. y Olson. J.C. (1988). ”The Role of Involvement in Attention and Comprehension Process”. Journal of Consumer Research, 15 (September), pp. 210-233
Chernatony, Leslie and Simon Knox. (1992). “Brand Price Recall: The Implications for Pricing Research”. Marketing Intelligence and Planning, 10 (9), 17-20
Conover, Jerry N. (1986). “The Accurracy of Price Knowledge: Issues In Research Methodology”. Northern Arizona University
Dahaene, Stanislas. (1992). “Varieties of numerical abilities”. Cognition, 44, (2), 1-42
Desai, K. and W. Hoyer (2000). “Descriptive Characteristics of Memory-Based Consideration Sets: Influence of Usage Occasion Frequency and Usage Location Familiarity”. Journal of Consumer Research, 27 (December), 309-323
Dick, Alan S. and Kunal Basu. (1994) “Customer loyalty: towards an integrated conceptual framework”. Journal of the Academy of Marketing Science, 22 (2), 99–113
Dickson, Peter R. and Alan G. Sawyer. (1990). “The Price Knowledge and Search of Supermarket Shoppers” Journal of Marketing, 54 (July), 42-53
Estelami, H and Donald R. Lehman. (2001). “The Impact of Research Design on Consumer Price Recall Accuracy: An Integrative Review”. Journal of the Academy of Marketing Science, 29 (1), 36-49
Gabor, Andre and Clive W. Granger, C. (1961). “On the Price Consciousness of Consumers”. Applied Statistics, 10 (November), 178-188
Hamann, Stephen B. (1990). “Level of Processing Effects in Conceptually Driven Implicit Task”. Journal of Experimental Psychology: Learning, Memory and Cognition, 16 (6), 970-977. Hansen, Karsten., Vishal Singh and Pradeep Chintagunta. (2006). “Understanding Store-Brand Purchase Behavior Across Categories”. Marketing Science, 25 (1), 75-90. Hegelson, James G. and Sharon E. Beatty. (1987). “Price expectations and Price Recall Error: An Empirical Study”. Journal of Consumer Research, 14 (December), 379-386
Hirschman, Elizabeth C. (1979). “Differences in Consumer Purchase Behavior by Credit Card Payment System”. Journal of Consumer Research, 6 (1), 58–66
Estalmi, Hooman and Donald R. Lehman. (2001). “The Impact of Research Design on Consumer Price Recall Accuracy: An Integrative Review”. Journal of the Academy of Marketing Science, 29 (1), 36-49.
Hultsch, D.F, Dixon Hertzog and R, Dixon. (1990). “Ability Correlates of Memory Performance in Adulthood and Aging”. Psychology and Aging, 5, 356-368.
Krishna, Aradhna., Imram Currim and Robert Shoemaker. (1991). “Consumer Perceptions of Promotional Activity”. Journal of Marketing, 55 (April), 4-16.
Le Boutillier, Jhon., Susanna Shore Le Boutillier, and Scott Neslin. (1994). “A Replication and Extention of the Dickson and Sawyer Price- Awareness Study”. Marketing Letters, 5 (January): 31-42.
Lee, Moonkyu and Lawrence F.Cunningham. (2001). “A cost/benefit approach to understand service loyalty”. Journal of Service Marketing, 15 (2), 113-130.
McColl-Kennedy, J.R. y Fetter, R.E. (2001). “An Empirical Examination of the Involvement to External Search Relationship in Services Marketing”, The Journal of Services Marketing, 15 (2), 82-98.
McGoldrick, Peter J. and Helen J Marks. (1987). “Shoppers’ Awareness of Retail Grocery Prices.” European Journal of Marketing, 21 (3), 63-76.
Mitchell, A. (1979). “A Potentially Important Mediator of Consumer Behavior”. Advances in Consumer Research, 6 (1), 191-196.
Monger, Jodie E. and Richard A, Feinberg. (1997). “Mode of Payment and Formation of Reference Prices”. Pricing Strategy & Practice, 5 (4), 142-147.
Monroe, Kent and Angela Lee. (1999). “Remembering versus Knowing: Issues in Buyer´s Processing of Price Information”. Journal of Academic of Marketing Science, 27 (2), 207-225.
Monroe, Kent B. (1973). “Buyers´ Subjective Perception of Price”. Journal of Marketing Research, 10 (1), 70-80.
Oubiña, J. (1997). “La percepción de precios de los consumidores”. Distribución y Consumo, abril-mayo, (33), 88-100.
Palacio, Asunción B. y Josefa D. Martín Santana. (1999). “¿Cómo medir la involucración de los individuos con el producto?”. Comercio Minorista: Competencia y políticas de marca, (julio-agosto), (779), 104-115.
Petty, Richard E., John T. Cacioppo, and David Schumann (1983). "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, 10 (September), 135-146.
Prelec, Drazen and George Loewenstein. (1998), “The Red and the Black: Mental Accounting of Savings and Debt,” MarketingScience, 17 (1), 4–28.
Private Label Manufacturer Association. (2010). “La Marca de Distribuidor en la Actualidad”: http://www.plmainternational.com/.
Rubio, N. (2004). Las marcas de la Distribución: Desarrollo de un marco de análisis desde la perspectiva de la oferta y de un modelo explicativo de su demanda. Tesis Doctoral, Universidad Autónoma de Madrid, Departamento de Financiación e Investigación Comercial. Madrid, España.
Schacter, Daniel L. (1987). “Implicit Memory: History and Current Status”. Journal of Experimental Psychology Learning: Memory and Cognition, 13 (3), 501-518.
Simonson, I. (1989). “Choice Based on Reason: The Case of Atraction and Compromise Effects”. Journal of Consumer Research, 16 (2), 158-174.
Urbany, Joel. (1986). “An experimental Examination of the Economics of the Information”. Journal of Consumer Research, 13 (September), 257- 271.
Urbany, Joel E. and Peter R. Dickson. (1991). “Consumer Normal Price Estimation: Market versus Personal Standards”. Journal of Consumer Research, 18 (June), 45-51.
Vanhuele, Marc., Gilles Laurent, and Xavier Drèze. (2006). “Consumers’ Immediate Memory for Prices”. Journal of Consumer Research, 33 (2), 163-172.
Vanhuele, Marc and Xavier Drèze (2002). “Measuring the Price Knowledge Shoppers Bring to the Store”. Journal of Marketing, 66 (October), 72–85.
Wakefield, Kirk. L. and Jeffrey J. Inman. (1993). “Who Are the Price Vigilantes? An Investigation of Differentiating Characteristics Influencing Price Information Processing”. Journal of Retailing, 69 (2), 216-233.
Winner, R. S. (1986). “A Reference Price of Model of Brand Choice for Frequently Purchased Products”. Journal of Consumer Research, 13 (2), 250-256.
Zaichkowsky, J. L. (1985). “Measuring the Involvement Construct”. Journal of Consumer Research, 12, (December), 341-352.
Zeithaml, Valerie A. (1982). “Consumer Response to In-Store Price Information Environments”. Journal of Consumer Research, 8 (March), 357-369.
Zeithaml, V. and Fuers T, W., (1983). “Age Differences in Reponse to Grocery Stores Price Info
Enlaces refback
- No hay ningún enlace refback.
Todos los documentos publicados en esta revista se distribuyen bajo una
Licencia Creative Commons Atribución -No Comercial- Compartir Igual 4.0 Internacional.
Por lo que el envío, procesamiento y publicación de artículos en la revista es totalmente gratuito.