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The main objective of this study is to find out whether there are kind of dimensionality on the consumers' internal price structure and to study its effect on consumer's brand choice behavior. The result of consumers' internal price structure analysis has reveled that the highest acceptable price is correlated reservation price and fair acceptable price is correlated reference price. The significant sign Gain & Loss variable was estimated as the result of the brand choice model. Implication of this study to the researcher is that the dimensionality of the reference price needed to be studied further and that to explain the brand choice behavior of consumers more precisely, one needs to consider the concept of gain or loss, not simply the absolute price.