Shopping for Free: A Symbiotic Analysis of Marketplace Strategy and Consumer Response
Shopping for Free: A Symbiotic Analysis of Marketplace Strategy and Consumer Response

Summary/Abstract: The impact of pricing on consumer buying behavior has been widely studied, with research (McKinsey and Company) showing that the impact of pricing strategies on buying process is the most significant factor in the marketing mix. As markets become more and more competitive, however, the differentiation pressure has turned to an interesting phenomenon: offering of free goods and services in exchange of attracting consumers to their brands and experiences. The goal of this article is to review a few manifestations of this concept as well as to highlight, without being exhaustive, some relevant research findings related to this unconventional way of influencing the consumer purchasing behavior.

• Details
• Contents