Author: Díaz, Isabel María Rosa

Source: Journal of Product and Brand Management, Volume 15, Number 3, 2006 , pp. 214-224(11)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - The aim of this study was to evaluate the role of qualitative demand factors in companies' pricing decisions. <B>Design/methodology/approach</B> - An empirical study was carried out, interviewing price managers in a selection of 74 companies from Andalusia (Spain). <B>Findings</B> - It has been observed that qualitative aspects play a secondary role in pricing decisions. There are two main reasons: quantitative information is easier to obtain, use and interpret than qualitative information; and most companies, and in particular smaller ones, have no budget available for qualitative market studies. <B>Research limitations/implications</B> - The empirical research is based on a sample of companies in the food sector. This opens several lines of future research: to diversify the areas of activity participating in the study; to include other company characteristics in the analysis; and to design operative methods for incorporating qualitative demand factors into pricing decisions. <B>Originality/value</B> - The relevance of this study lies in the strong influence that can be exerted over consumers' purchasing decisions by qualitative aspects of demand.

Keywords: Demand; Food industry; Pricing; Spain

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420610668658

Publication date: 2006-04-01

Related content

• In this: publication
• By this: publisher
• In this Subject: Business
• By this author: Díaz, Isabel María Rosa

Website © Publishing Technology. Article copyright remains with the publisher, society or author(s) as specified within the article.

• Terms and conditions
• Privacy policy
• Information for advertisers