Article citationsMore>>

A. Gabor and C. W. J. Granger, “The Attitude of the Consumer to Prices,” In: B. Taylor and G. Wills, Eds., Pricing Strategy, Staples Press, London, 1969, pp. 132- 151.

has been cited by the following article:

• TITLE: Pricing Models in Marketing Research

  AUTHORS: Stan Lipovetsky, Shon Magnan, Andrea Zanetti-Polzi

  KEYWORDS: Market Research, Price, Revenue, Gabor-Granger Technique, Van Westendorp Price Sensitivity, Discrete Choice Modeling

  JOURNAL NAME: Intelligent Information Management, Vol.3 No.5, September 20, 2011

  ABSTRACT: Pricing a product is one of the most important decisions an organization can make. Marketing research has developed several different approaches to price optimization. They include direct methods such as estimation of willingness to pay, indirect methods such as Gabor-Granger and van Westendorp techniques, and product/price mix methods such as various discrete choice models. All of them are widely used in practical marketing research for evaluation of optimal prices for different products and product innovations. This work describes and compares several main of these approaches.