promotions and price-related factors on purchasing behavior for coffee, fi grues
prominently in the fi eld. The work of Lattin and
Bucklin 2 on how prices, brand preference and the
presence or absence of promotion exerts an
infl uence on coffee-brand choices is similarly
relevant. Likewise, Kalyanaram and Little 3
provided thorough research on how price
variations affect consumer behaviour, focusing on
sodas and alcoholic drinks in an attempt to defi ne
consumers ’ acceptable price range. Bell and
Bucklin, 4 for their part, analysed reference prices
and previous experiences in the purchase of highfrequency
products such as cookies and
detergents, concluding that the actual price at the
time of purchase, brand loyalty, the last brand that
was purchased and reference price were the four
outstanding variables in the process of brandchoice. Finally, mention should be made of the
work of Han et al ., 5 who estimate the effect of
prices and of losses and gains on decisions to
purchase.