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Research: Using Advertising to Engage the Price Sensitive Consumer « Industry Resources « Downloads
|Date posted||September 9, 2013|
|Categories||Industry Resources, Research|
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.