Volume 8 (2003)


Price awareness is often measured by price knowledge. The author attempts to provide a broader view of price awareness using three distinct constructs, price knowledge, price search in the store and price search between stores, and a methodology that was developed by Dickson and Sawyer. The author studies the factors that can influence price awareness. A related issue, whether deal-prone shoppers are responding simply to promotion or the real price is investigated, as well. Across categories the results show that price awareness of Hungarian supermarket shoppers are quite high and that they are much more price aware than promotion aware. Interestingly demographic factors have no significant relationship with any price awareness construct.


Kensei, Z and Todd, S (2003), "The Use of Price in the Purchase Decision", Journal of Empirical Generalisations in Marketing Science, Vol. 8, No. 1