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- Title
REACTION OF CONSUMERS TO A TWO-PRICE SYSTEM.
- Authors
Bader, Louis
- Abstract
The article proposes a pricing system for two types of customers; those who want the lowest prices and those who value services such as credit and delivery. The results of a survey of almost 900 New York City housewives to this two tier pricing system are presented. Half preferred one price, while the other half preferred two pricing options. A further analysis of the housewives' financial status was conducted by measuring their monthly rent. This analysis found those on lower income to prefer two price levels, while those with more income favored one price. Additionally, the study evaluated whether housewives preferred 'cash & carry' stores when they could have additional savings.
- Subjects
NEW York (N.Y.); NEW York (State); UNITED States; CONSUMERS; PRICING; MARKETING costs; DISTRIBUTION (Economic theory); RETAIL industry; CONSUMPTION (Economics) &; psychology; CONSUMER goods; PURCHASING power; PURCHASING -- Social aspects
- Publication
Journal of Marketing, 1940, Vol 5, Issue 1, p41
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1246559