A study on the effects of reference price and pricing on product bundle preferences
This study delves into consumer research in the local context – (1) the effects of an internal and external reference price on utility and (2) the impact of price discounts on the perceived value of a product bundle. We further aim to establish how the relationship between internal or external refer...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/55789 |