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List price versus deal price based internal reference points in deal evaluation: The influences of contextual prices,price-promotions, and their dispersions

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dc.contributor.author Sinha, Rajesh Kumar
dc.date.accessioned 2018-06-21T09:18:52Z
dc.date.available 2018-06-21T09:18:52Z
dc.date.issued 2017-10
dc.identifier.uri http://hdl.handle.net/2259/988
dc.description.abstract A reference price is a price belief or standard against which a product's price is evaluated, Marketing scholars accept the influence of RP on consumer decision making as empirical generalization. Although numerous conceptualization of RP exist in the literature (e.g. normal price, last paid price, lowest price in the market, expected price, acceptable price range, highest price in the market); internal reference price (IRP) and contextual reference price (CRP) are the two most discussed and broadest conceptualization of RP. Together, IRP and CRP can cover most other conceptualization of RP. IRP is a brand-specific, psychological and internal price standard or belief, which is based on the memory of previous prices of a brand. On the other hand, CRPs are based on the prices of available alternative options in the current purchase environment. en_US
dc.language.iso en en_US
dc.publisher Indian Institute of Management Kozhikode en_US
dc.subject Price en_US
dc.subject Reference Price en_US
dc.subject Marketing en_US
dc.title List price versus deal price based internal reference points in deal evaluation: The influences of contextual prices,price-promotions, and their dispersions en_US
dc.type Thesis en_US


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