Journal of Empirical Generalisations in Marketing Science

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Investigating the Price Knowledge Ladder

Nefeli Trikka, Kingston Business School, London
Robert East, Kingston Business School, London

Abstract

Most price knowledge research has been based upon a price recall measure. The research presented here is based upon Vanhuele and Drèze’s (2002) study that investigated all three measures of price knowledge. This study confirms, in a UK setting, Vanhuele and Drèze’s finding that recognition rather than recall should be used for researching price knowledge.

Key Search Words: price knowledge, recognition, deal-spotting, reference ranges.

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