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1, pp. 139-51. R. W. , New York, NY, imprint. , Donthu, N. and Lee, S. (2000), “An examination of selected marketing mix elements and brand equity”, Academy of Marketing Science, Vol. 28 No. 2, pp. 1-19. 386 Pricing differentials for organic, ordinary and genetically modified food Damien Mather, John Knight and David Holdsworth Department of Marketing, School of Business, Otago University, Dunedin, New Zealand Abstract Purpose – Aims to conduct research on consumer willingness to buy genetically modified (GM) foods with a price advantage and other benefits, compared with organic and ordinary types of foods, employing a robust experimental method.
3 4 A highly realistic choice setting of an actively trading and attractively advertised roadside fruit stall. An established (but disused) fruit stall was rented near a popular fruitgrowing region during the time of year when the fruit is typically available, advertised and frequently purchased from local roadside stalls. Cherries were chosen because they are a popular fruit when in season and commonly consumed without preparation. This characteristic makes the issue of topical spray residue highly salient.
The exposure to coupon lowers the perceived sticker price (particularly at the higher end of the coupon face value), and increases the intention to redeem the coupon and hence purchase the promoted product. In summary, while coupons could be used to stimulate immediate sale, they could also be used for repositioning a product. Brand managers should be aware of these findings before they make decisions about sales promotional campaign and brand building activities. R. A. (2001), “Market response to a major policy change in the marketing mix: learning from Procter & Gamble’s value-pricing strategy”, Journal of Marketing, Vol.
Behavioral pricing by Journal of Product & Brand Management.