An understanding of buyer response to price depends upon determining how buyers perceive price. One hypothesis is buyers have an acceptable range of prices and, therefore, the demand curve is backward bending. This article presents an argument for a new research methodology for estimating buyersresponses to price. The potential applicability of the Weber- Fechner Law of physchophysics for exploring the price- quality relationship is analyzed. Given the desire to express demand as a logarithmic function of price, the lognormal distribution is used to explore the ramifications of the relationship. Finally, the method of profit analysis is developed for obtaining demand estimates.
|Published - Apr 1971
ASJC Scopus subject areas
- Strategy and Management
- Management Science and Operations Research