Price structure as a marketing variable: An experimental investigation Article

Seaton, B, Vogel, RH. (1980). Price structure as a marketing variable: An experimental investigation . JOURNAL OF BUSINESS RESEARCH, 8(3), 315-327. 10.1016/0148-2963(80)90039-9

cited authors

  • Seaton, B; Vogel, RH

authors

abstract

  • This study examines the relative impact on preferences of price level and price-structure variables. A pair of four-factor experimental designs were developed to investigate the preferences of students for automobile price structures and recent homebuyers for various price arrangements in buying a house. The findings indicate that, for a majority of the subjects, the structural variables of down payment, interest rate, and monthly payment are more important than price level in determining overall preferences. © 1980, All rights reserved.

publication date

  • January 1, 1980

published in

Digital Object Identifier (DOI)

start page

  • 315

end page

  • 327

volume

  • 8

issue

  • 3