This paper aims to better understand grocery retailers’ pricing strategy within a spatial proximity competition framework; particularly we try to analyze retailers’ pricing action and reaction related to the main competitor’s pricing strategy. Here we propose a first empirical study based on a price database referred to the assortment of equal format grocery stores located in the same territorial area. As known the price decisions importance has increased their role within retail management; scholars have detected an intensification of pricecompetition in the distribution sector and it is evident the relevance of this issue during economic crisis when the consumer’s price sensitivity to convenience becomes more pronounced. In particular the paper attempts to empirically study the pricing dynamics of two point of sales ruled by two competing retailers located in an Italian metropolitan area; specifically the paper intends to investigate the role of signaling price of branded leader industry products in the local dynamic retailer’s competition.

Decisioni di pricing e dinamiche competitive locali nel grocery retailing / G.Aiello; R.Donvito; B.Bertaccini. - ELETTRONICO. - (2010), pp. 1-25. (Intervento presentato al convegno Marketing Trends tenutosi a Venezia nel 21-23 Gennaio 2010).

Decisioni di pricing e dinamiche competitive locali nel grocery retailing

AIELLO, GAETANO;DONVITO, RAFFAELE;BERTACCINI, BRUNO
2010

Abstract

This paper aims to better understand grocery retailers’ pricing strategy within a spatial proximity competition framework; particularly we try to analyze retailers’ pricing action and reaction related to the main competitor’s pricing strategy. Here we propose a first empirical study based on a price database referred to the assortment of equal format grocery stores located in the same territorial area. As known the price decisions importance has increased their role within retail management; scholars have detected an intensification of pricecompetition in the distribution sector and it is evident the relevance of this issue during economic crisis when the consumer’s price sensitivity to convenience becomes more pronounced. In particular the paper attempts to empirically study the pricing dynamics of two point of sales ruled by two competing retailers located in an Italian metropolitan area; specifically the paper intends to investigate the role of signaling price of branded leader industry products in the local dynamic retailer’s competition.
2010
Proceedings of 9th International Marketing Trends Conference 2010 Venice
Marketing Trends
Venezia
21-23 Gennaio 2010
G.Aiello; R.Donvito; B.Bertaccini
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/388934
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