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.File | Dimensione | Formato | |
---|---|---|---|
Venice-Paris 2010 - Pricing.pdf
Accesso chiuso
Tipologia:
Altro
Licenza:
Tutti i diritti riservati
Dimensione
1.19 MB
Formato
Adobe PDF
|
1.19 MB | Adobe PDF | Richiedi una copia |
I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.