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Article
Publication date: 26 March 2019

F. Javier Rondan-Cataluña, Bernabe Escobar-Perez and Manuel A. Moreno-Prada

This research enables the authors to highlight the importance of proper pricing for retailers. The purpose of this paper is to demonstrate the importance of demand-based…

Abstract

Purpose

This research enables the authors to highlight the importance of proper pricing for retailers. The purpose of this paper is to demonstrate the importance of demand-based pricing, providing empirical results that reveal the validity of this pricing philosophy in the sport retailing industry. In particular, this study has identified the limits of acceptable prices for the products studied, selected the most appropriate method for pricing products suffering from high competition and compared the impact produced on price perceptions according to different retail environments to be able to relate changes in the acceptable prices ranges according to the geographical location of each point of sale, differentiating between rural or urban environment and type of client.

Design/methodology/approach

The authors have carried out surveys of 350 customers in each of the three points of sale analysed. Therefore, there are a total of 1,050 interviewees, for the three products analysed. The direct method of acceptable prices setting is developed. In addition, ANOVA and t-test have been carried out to find differences between the three shops.

Findings

One main finding is that the acceptable price range is not unique. Each point of sale has one that is distinct because it depends on many factors: the competition, the economic capacity of the closest residents, the location of the point of sale or the ability to attract customers.

Originality/value

The foremost contribution of this paper is to demonstrate empirically how considering the local demand at setting prices would generate larger earnings, even for a small retail chain. The direct method of setting acceptable prices enables us to set the prices according to the demand. The best option is if these prices are above the costs. It can be noted that the prices should be set according to each shop, and a different price used in each point of sale to maximise profits and to adapt to what the typical customer of each shop is willing to pay, despite the products being the same and the points of sale belonging to the same retail chain.

Objetivos

Esta investigación nos permite resaltar la importancia de una fijación de precios adecuada para los minoristas. El objetivo principal de esta investigación es demostrar la importancia de la fijación de precios basada en la demanda, proporcionando resultados empíricos que revelan la validez de esta filosofía de fijación de precios en el sector minorista de productos deportivos. En particular, en este estudio se han identificado los intervalos de precios aceptables para los productos estudiados; se ha seleccionado el método más apropiado para la fijación de precios de productos que sufren alta competencia; y se ha comparado el impacto en las percepciones de precios según el entorno detallista y se han encontrado cambios en los intervalos aceptables de precios en función de la localización geográfica del punto de venta, diferenciando entre entorno rural y urbano, y el tipo de cliente.

Metodología

Los autores han realizado encuestas a 350 clientes en cada uno de los 3 puntos de venta analizados. Por lo tanto, hay un total de 1050 entrevistados, para los 3 productos analizados. Se desarrolla el método directo de fijación de precios aceptables. Además, se han realizado pruebas ANOVAs y T para encontrar diferencias entre las 3 tiendas.

Resultados

Un hallazgo principal es que el intervalo de precios aceptable no es único. Cada punto de venta tiene uno distinto porque depende de muchos factores: la competencia, la capacidad económica de los residentes más cercanos, la ubicación del punto de venta o la capacidad de atraer clientes.

Originalidad/valor

La principal contribución de este artículo es demostrar empíricamente cómo considerar la demanda local al establecer precios generaría mayores ganancias, incluso para una pequeña cadena minorista. El método directo de establecer precios aceptables nos permite establecer los precios de acuerdo con la demanda. La mejor opción es si estos precios están por encima de los costos. Se puede observar que los precios deben establecerse de acuerdo con cada tienda, y se debe usar un precio diferente en cada punto de venta para maximizar los beneficios y adaptarse a lo que el cliente típico de cada tienda está dispuesto a pagar. A pesar de que los productos son los mismos y los puntos de venta pertenecientes a la misma cadena minorista.

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

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Article
Publication date: 1 January 2006

Bernabé Escobar Pérez and José María González González

There is a traditional discrepancy in the specialized literature on how the concept of Corporate Social Responsibility (CSR) should be understood. Additionally, there is a…

Abstract

There is a traditional discrepancy in the specialized literature on how the concept of Corporate Social Responsibility (CSR) should be understood. Additionally, there is a further situation, which in our opinion is also contradictory; many organisations are developing CSR projects; on the other hand, there is a proliferation of news on these organizations that lead us to question what the true extent of their commitment to CSR is. To that purpose, we have developed a case study that has allowed us to verify that one of the most active organisations in Spain in terms of the CSR adopted is using it basically as a marketing instrument, since it is using its at least formal compliance with institutional rules in order to increase its legitimacy in front of its main stakeholders.

Details

Social Responsibility Journal, vol. 2 no. 1
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 26 July 2013

Bernabé Escobar Pérez and María del Mar Miras Rodríguez

This paper aims to determine the impact of the economic crisis on the level of social commitment of the Spanish savings banks.

Abstract

Purpose

This paper aims to determine the impact of the economic crisis on the level of social commitment of the Spanish savings banks.

Design/methodology/approach

The paper uses the information provided by Spanish savings banks (SSBs) for 2004‐2009. In particular, it analyses the evolution of the welfare fund, the financial results, and the ratio between the welfare fund and the financial results variables for each of the SBs, to go more thoroughly into how the welfare fund is distributed.

Findings

The evolution of the allocations to the welfare fund shows a significant decline in absolute numbers, as a logical consequence of the significant decrease in the financial results. However, a substantial WF/P ratio growth can be seen in 2008 – 27.81 per cent – and, above all, of 36.08 per cent in 2009. This has allowed a certain mitigation of the decline of the allocations. In addition, a change has taken place in the distribution of the welfare fund, the amount for health and social care being bigger than the amount spent on culture and leisure.

Social implications

This paper aims to highlight the impact that the process of mergers and acquisitions can have on the survival and the social commitment of the SBs.

Originality/value

The paper provides a quantitative and qualitative analysis of the effect of the economic crisis on the social commitment of the Spanish savings banks.

Details

Social Responsibility Journal, vol. 9 no. 3
Type: Research Article
ISSN: 1747-1117

Keywords

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