ANTECEDENTS OF THE IMPORTANCE OF PRICE PURCHASE DECISIONS

• Main Authors: Isabel Maria Rosa Diaz, Francisco Javier Rondán Cataluña
• Format: Article
• Language: English
• Published: Fundação Getulio Vargas 2011-07-01
• Series: RAE: Revista de Administração de Empresas
• Subjects: Importance of price; brand loyalty; purchase frequency; enjoyment; ordinal regression
• Online Access: http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_S0034-7590201100040004.pdf

This paper analyses the commercial and sociodemographic antecedents of the importance of price in buyers’ decisions. The study uses ordinal regression in order to analyze the data obtained from a random sample of consumers of frequently purchased products; these consumers were surveyed in different stores. The results demonstrate that shopping enjoyment and brand loyalty have an influence over the importance of price. However, responsibility for shopping (purchase frequency) does not show a significant relationship. Furthermore, some interesting socio-demographic characteristics were found in the context of the study that can be analyzed in future research