A study, by in‐home interviews using a fully structured questionnaire with 80 consumers of mineral waters and 86 consumers of fruit juice – grocery products where advertising had either been continuously increased or decreased: results suggests that consumer awareness of price for either...

The role of multiple grocery retailers is acknowledged as change agents in the UK cheese market. However, in the continental cheese sector there is evidence to suggest that the current marketing strategy adopted by retailers may lead to diminishing returns. In reviewing the literature on...

Effective pricing research techniques need to reflect fully consumer behaviour. A historical review indicates the limited capabilities of consumers to recall grocery prices correctly. Adoption‐level theory implies that consumers evaluate brand prices relative to a reference price rather than...