Exploring the effect of retail sector and firm characteristics on retail price promotion strategy

被引：40

作者：

Voss, GB

Seiders, K ^{[1
]}

机构：

[1] Babson Coll, Babson Pk, MA 02157 USA

[2] N Carolina State Univ, Dept Business Management, Raleigh, NC 27695 USA

来源：

JOURNAL OF RETAILING | 2003年 / 79卷 / 01期

关键词：

retail price promotion strategy; EDLP; assortment heterogeneity; perishability;

D O I：

10.1016/S0022-4359(03)00003-4

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines why retail price promotion strategies vary across retail sectors and across firms within sectors. Using hierarchical linear modeling and a sample of 38 firms from 11 retail sectors, the authors investigate how two sector-level characteristics, related to product assortment perishability and heterogeneity, and three firm-level characteristics, related to retailer differentiation, number of stores, and average store size, influence price promotion decisions. The results indicate that assortment heterogeneity moderates the positive influence of perishability on price promotion activity; scale and scope also have significant effects. These results offer fresh insight into the ongoing debate surrounding stable versus promotional pricing, suggesting that the benefits of a particular strategy are driven largely by a complex interaction between sector-level characteristics as well as firm-level cost advantages. (C) 2003 by New York University. Published by Elsevier Science. All rights reserved.

引用

页码：37 / 52

页数：16

共 47 条

[21] Supermarket competition: The case of every day low pricing [J].