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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Using Advertising to Engage the Price Sensitive Consumer « Industry Resources « Downloads

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Date postedSeptember 9, 2013
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CategoriesIndustry Resources, Research

Description

In this study by dunnhumby the level of consumer price sensitivity and its impact to how they respond to both traditional and online advertising is evaluated. As price becomes an important factor for consumers when making purchasing decisions it is important for marketers to understand what communication mode is most effective to reach the target consumer.

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