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On Price Roles and Budget Branding

In: Commodity Marketing

Author

Listed:
  • Björn Ivens

    (Otto-Friedrich-University)

  • Brigitte Müller

    (University of Toulon, Cergam)

  • Steffen Wölfl

    (Otto-Friedrich-University)

  • Alexander Leischnig

    (TU Bergakademie Freiberg)

Abstract

The price is a key purchase criterion for commodity goods and services. This chapter aims to deepen the understanding of consumers’ consideration and evaluation of budget brands by examining the roles of the price cue. A shopper intercept study with customers of retailers in Switzerland provides the data, which was analyzed using fuzzy-set qualitative comparative analysis (fsQCA). The findings of this study offer new insights into the complex patterns of price perceptions for evaluation and consideration of low-price offerings and contribute to the understanding of equifinality, causal asymmetry, and valence reversals in the study of price as cue.

Suggested Citation

  • Björn Ivens & Brigitte Müller & Steffen Wölfl & Alexander Leischnig, 2022. "On Price Roles and Budget Branding," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 141-152, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_8
    DOI: 10.1007/978-3-030-90657-3_8
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