Abstract
Economic theory suggests that price competition is in part driven by actively searching buyers. An exploratory study in a major midwestern grocery market revealed that executives responsible for pricing decisions overestimate the size of the price-driven shopping segment. The reasons behind this perception and its impact on pricing decisions are examined.
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Urbany, J.E., Dickson, P.R. & Key, R. Actual and perceived consumer vigilance in the retail grocery industry. Market Lett 2, 15–25 (1991). https://doi.org/10.1007/BF00435192
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DOI: https://doi.org/10.1007/BF00435192