An Empirical Analysis of Retail Pricing Strategies from an Operations Perspective
Author: Ilyoung Jung
Publisher:
Published: 2014
Total Pages: 159
ISBN-13:
DOWNLOAD EBOOKRetail pricing strategies are a critical component of retail business decision making. In many business environments, the retailers' efforts such as promotions, discounts and markdowns are often used to stimulate consumer demand. This research is motivated by the strong belief that pricing policies are today, more than ever before, fundamental and critical to the daily operations of retail industry. The reason is probably because price is one of the most effective variables that managers can manipulate to encourage or discourage demand in the short run. One of the most powerful and effective strategic tools in retailing is pricing, for which the options available to retailers range from the everyday low price (EDLP) to promotional or high-low (Hi-Lo) strategies. The dissertation consists of three essays. The first essay examines the relationship between promotional prices and retail sales with the EDLP and Hi-Lo pricing strategies. The second essay identifies the elements of pricing decisions with store level data under different pricing strategies. The third essay performs to measure and compare the efficiency of both pricing strategies of retail chains according to different types of competition.