Carol L. Bruneau

Value, Quality, and Price Knowledge as Predictors of Restaurant Price Sensitivity

Price sensitivity has long been an important consideration for marketers and is particularly salient in the restaurant sector of the hospitality industry. However, an important question has always been whether beliefs about price-quality relationships, value, and price-consciousness predict more domain-specific aspects of price sensitivity. This article explores the relationship between these more general beliefs regarding price-quality relationships, bargain hunting, shopping behavior and price consciousness, and restaurant price sensitivity. A sample of 106 consumers completed an online survey regarding general attitudes toward value, shopping, price consciousness, price knowledge, and restaurant price sensitivity. Results indicated that bargain shopping, price knowledge, and price-quality beliefs were significant predictors of restaurant price sensitivity. Price-sensitive consumers are likely to be value-conscious consumers as well. It was suggested that restaurateurs might segment these price-sensitive consumers and appeal to their appreciation of bargains, coupons, discounts, and other value-based promotions.

A framework for understanding consumptive delay: rebate proneness and redemption

Purpose – In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to behavioral usage of rebate offers, intentions to use rebate offers in the future, attitudes towards using rebates as a way to try new products, and finally, the tendency to complete the rebate transaction.Design/methodology – In study 1, college students enrolled in marketing classes at two large state universities were asked to complete a brief online survey regarding their attitudes towards rebates as a promotional tool as well as shopping behaviors and attitudes towards shopping. Study 2 replicated study 1 using a mall intercept approach.Findings – Confirmatory factor analyses of the measure of rebate proneness demonstrated substantial psychometric validity and yielded acceptable levels of internal consistency. In both studies, rebate proneness was significantly and positively related to behavioral, intentional and attitudinal appro...