An experimental investigation of recognition as a measure of price awareness

Consumer awareness of prices was investigated through the use of recognition and recall tests. The objective of this research was to determine more precisely whether buyers are aware of prices they pay for grocery items. Using theories of information processing and memory led to the thesis that a recognition memory test would be more appropriate for measuring price awareness. The research method used was a combination questionnaire/ interview. Shoppers were followed and the prices of three products picked up for purchase were recorded. The subject was then approached and given either a recall or recognition test to determine whether they were aware of the prices for the products. The responses to the tests were timed and several questions concerning confidence in the answers given and frequency of product purchase were also asked. The conclusions from this research tend to support the use of recognition as an appropriate measure for tapping memory and determining consumer price awareness. That is, more buyers could correctly recognize prices than could recall prices.

Name thesis:degree_name

M.S.

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Business Administration

Department dc:contributor.department

Business Administration

Grantor dc:publisher

Virginia Polytechnic Institute and State University

Year dc:date.issued

1985

Author dc:creator

• Powell, Christine Pacelli

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/10919/106047

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/106047