Price versus brand : assessing the role of price and brand in low-income consumer decision-making

Price versus brand : assessing the role of price and brand in low-income consumer decision-making

Thesis (MComm)--Stellenbosch University, 2014. === ENGLISH ABSTRACT: Growing competition, fuelled by globalisation, has increased the number of alternatives across almost all product categories, leaving consumers overloaded with information and overwhelmed for choice. Brand and price represent two c...

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Bibliographic Details
Main Author: Allan, Meredith Leigh
Other Authors: Gerber, Charlene
Format: Others
Language:en_ZA
Published: Stellenbosch : Stellenbosch University 2014
Subjects:
Pricing
Brand choice
Brand loyalty
Low-income consumers
Consumer behavior
Brand name products
Dissertations > Business management
Theses > Business management
UCTD
Online Access:http://hdl.handle.net/10019.1/86272

Internet

http://hdl.handle.net/10019.1/86272

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