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1 – 10 of over 24000Jaekwon Chung and Dong Li
The purpose of this study is to compare the impact of multi‐period pricing, as an example of more dynamic pricing and discounting strategy with that of a present less dynamic…
Abstract
Purpose
The purpose of this study is to compare the impact of multi‐period pricing, as an example of more dynamic pricing and discounting strategy with that of a present less dynamic alternative on customer satisfaction and consumers' willingness to make trade‐offs between price and remaining shelf‐life.
Design/methodology/approach
The authors conducted interviews with three food retail managers in South Korea to gather practical information about the management of perishable foods, which informed the design of a survey in which consumers in South Korea were questioned about their perceptions of the two strategies, with respect to nine perishable food products in three categories. The data collected were analysed by one‐way ANOVA and the t‐test.
Findings
The findings of this research present an improved understanding of the impact of a multi‐period pricing strategy on consumer satisfaction and customer behaviour for perishable foods. The conclusions have the potential to significantly assist food retailers to understand the consumers' perspective on the benefits of a more dynamic pricing strategy.
Practical implications
The findings suggest that food retailers can enhance customer satisfaction by offering an earlier but lower discount, and increasing it as perishable food items approach their expiry date, rather than a higher discount when the expiry date is imminent.
Originality/value
The findings in this study are significant since they serve as the first step in measuring the value of dynamic pricing approaches that provide better trade‐off options between price and remaining shelf‐life from consumers' perspectives.
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Rajneesh Suri, Rajesh V. Manchanda and Chiranjeev S. Kohli
Price is an important variable because it has a direct impact on a company’s profitability. However, there is limited evidence to support the effectiveness of competing strategies…
Abstract
Price is an important variable because it has a direct impact on a company’s profitability. However, there is limited evidence to support the effectiveness of competing strategies of fixed pricing and discounted pricing. As a result, both strategies are practised extensively in the industry. This paper draws on theories on affect, information processing, and pricing to provide a conceptual framework. The aim is to examine the effect of fixed pricing and discounted pricing on consumers’ affect and evaluation of products. Results from an experiment indicate that a fixed price format elicits more positively valenced thoughts and stronger positive affect than a discounted price format. This affective response, in turn, results in a less thorough processing of price information and, consequently, higher perceptions of quality and value for the fixed price format. Managerial implications of these findings are discussed.
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Shixuan Fu, Xusen Cheng, Ying Bao, Anil Bilgihan and Fevzi Okumus
This study aims to elicit the preferences of potential travelers for different property listings' attributes (online review number, positive valence rate of reviews and discount…
Abstract
Purpose
This study aims to elicit the preferences of potential travelers for different property listings' attributes (online review number, positive valence rate of reviews and discount strategy) when selecting hotels and peer-to-peer (P2P) accommodation sharing on online booking platforms.
Design/methodology/approach
A discrete choice experiment (DCE) was conducted with 291 respondents with accommodation needs. They were asked to choose between pairs of listings.
Findings
The authors found that when booking accommodation online, complex discount strategies were not determinant both in selecting hotels and P2P accommodations. Positive valence rate of reviews has a higher impact on the selection of traditional hotels than P2P accommodations, while the number of online reviews has a higher impact on the selection of P2P accommodations than traditional hotels. The authors further discuss the effect of each attribute on online accommodation selection in terms of price ranges of the property listings.
Research limitations/implications
The findings provide suggestions for platform operators and product/service providers to improve their marketing strategies and optimize their management efforts.
Originality/value
To the best of the authors’ knowledge, this is one of the first studies that investigate the role of property listings' attributes on the selections between hotels and P2P accommodations. The findings from this research study could be generalized to other online platforms and electronic commerce-related transactions.
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Anup Kumar, Amit Adlakha and Kampan Mukherjee
The purpose of this paper is to capture the dynamic variations in sales of a product based upon the dynamic estimation of the time series data and propose a model that imitates…
Abstract
Purpose
The purpose of this paper is to capture the dynamic variations in sales of a product based upon the dynamic estimation of the time series data and propose a model that imitates the price discounting and promotion strategy for a product category in a retail organization.
Design/methodology/approach
Time series data relating to sales has been used to model the sales estimates using moving average and proportional and derivative control; thereafter a sales forecast is generated to estimate the sales of a particular product category. This provides valuable inputs for taking lot sizing decisions regarding procurement of the products and selection of suppliers. A hybrid model has been proposed and explained with a hypothetical case, which considerably impacts the sales promotion and intelligent pricing decisions.
Findings
A conceptual framework is developed for modeling the dynamic price discounting strategy in retail using fuzzy logic. The model imitates sales promotion and price discounting strategy. This has helped minimize the inventory cost thereby keeping the profitability of the retail organization intact.
Research limitations/implications
There is no appropriate empirical data to verify the models. In light of the research approach (modeling based upon historical time series data of a particular product category) that was undertaken, there is a possibility that the research results may be valid for the product category that was selected. Therefore, the researchers are advised to test the proposed propositions further for other product categories.
Originality/value
The study provides valuable insight on how to use the real-time sales data for designing a dynamic automated model for product sales promotion and price discounting strategy using fuzzy logic for a retail organization.
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Jiang-Tao Wang, Shufen Zhang, Chia-Huei Wu, Jian-Jun Yu, Chang-Bin Chen and Sang-Bing Tsai
This study aims to provide a time- and price-sensitive market strategy for merchants to handle the markdown price strategy. The market demand for perishable products is usually…
Abstract
Purpose
This study aims to provide a time- and price-sensitive market strategy for merchants to handle the markdown price strategy. The market demand for perishable products is usually price – and quality (freshness) – sensitive. The proper handling of markdown-price strategies can help merchants enhance competitiveness and maximize operational performance.
Design/methodology/approach
A markdown strategy consisting of price and markdown time was developed to explore the properties of market strategies based on the dynamic quality evaluation. The strategy considers multiple price discounts and multiple markdown times. The optimal price decisions in each stage and the optimal markdown times were derived during the selling season.
Findings
The results showed the following. A retailer always raises the initial price if it wants to adopt multiple price-markdown strategies. A high initial price may lead to a high inventory at the early stage and bring the next price reduction in advance. Large price discounts can be used to reduce the inventory later. The higher the previous price, the shorter the interval between the next price reduction. The markdown strategies showed that the regular discount as a new business model is not the best pricing model for perishable products. A time- and price-sensitive strategy, however, can increase operational performance and provide new insights for perishable products.
Originality/value
The results showed the following. A retailer always raises the initial price if it wants to adopt multiple price-markdown strategies. A high initial price may lead to a high inventory at the early stage and bring the next price reduction in advance. Large price discounts can be used to reduce the inventory later. The higher the previous price, the shorter the interval between the next price reduction. The markdown strategies showed that the regular discount as a new business model is not the best pricing model for perishable products. A time- and price-sensitive strategy, however, can increase operational performance and provide new insights for perishable products.
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Lina Xiong and Clark Hu
The purpose of this paper is to focus on the pricing strategy for viral marketing in the context of the hotel industry and propose three typical price‐network size schedules to be…
Abstract
Purpose
The purpose of this paper is to focus on the pricing strategy for viral marketing in the context of the hotel industry and propose three typical price‐network size schedules to be tested. The paper further proposes controlled experiments in hotel industry context to examine the performance of those schedules.
Design/methodology/approach
A simulated hotel booking web site with basic reservation functions will be constructed. Participants should be randomly drawn and asked to encourage their friends from social networks to book with the participant to achieve a better price. Each participant will be given a special promotion code embedded with different pricing information. The number of customers attracted, total revenue and time to achieve a sell‐out was collected after the experiments.
Findings
These were the expected performance differences associated with different network pricing strategies in the viral marketing campaigns.
Research limitations/implications
Since participants do not need to pay for the booking, it is difficult to control their intentions. Also, in the quantity discount scenario, individual preference may not be met.
Practical implications
First, this paper proposed the possible pricing strategy to promote the effectiveness of viral marketing in hotel industry. Second, by initiating business with customers directly through viral marketing, hotels can have more control over the inventory and product prices.
Originality/value
Through a better understanding in viral marketing from the perspective of network discount strategies, the marketing opportunities enabled by social networks can be extended. This paper suggests that employing a price‐network size schedule that offers deduction in price as network size increases may be an effective tool in attracting potential customers to make purchases in a timely manner. This paper further suggests experiments to test typical pricing schedules that could be utilized in practices. The proposed experiments can provide a deeper insight into the implementation of viral marketing for hotel managers.
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The purpose of this paper is to capture the dynamic variations in sales of a product based upon the dynamic estimation of the time series data and propose a model that imitates…
Abstract
Purpose
The purpose of this paper is to capture the dynamic variations in sales of a product based upon the dynamic estimation of the time series data and propose a model that imitates the price discounting and promotion strategy for a product category in a retail organization. A modest attempt has been made in the study to capture the relationship between the sales promotion, price discount and the batch procurement strategy of a particular product category to maximize sales volume and profitability.
Design/methodology/approach
Time series data relating to sales have been used to model the sales estimates using moving average and proportional and derivative control; thereafter a sales forecast is generated to estimate the sales of a particular product category. This provides valuable inputs for taking lot sizing decisions regarding procurement of the products that considerably impact the sales promotion and intelligent pricing decisions. A conceptual framework is developed for modeling the dynamic price discounting strategy in retail using fuzzy logic.
Findings
The model captures the lag effect of sales promotion and price discounting strategy; other strategies have been formulated based upon the sales forecast that was done for taking the lot sizing decisions regarding procurement of products in the selected category. This has helped minimize the inventory cost thereby keeping the profitability of the retail organization intact.
Research limitations/implications
There is no appropriate empirical data to verify the models. In light of the research approach (modeling based upon historical time series data of a particular product category) that was undertaken, there is a possibility that the research results may be valid for the product category that was selected. Therefore, the researchers are advised to test the proposed propositions further for other product categories.
Originality/value
The study provides valuable insight on how to use the real-time sales data for designing a dynamic automated model for product sales promotion and price discounting strategy using fuzzy logic for a retail organization.
Details
Keywords
Illustrates the reasons that have determined the success or failure of the discount retailers on the international scene, through the identification and analysis of the strategic…
Abstract
Illustrates the reasons that have determined the success or failure of the discount retailers on the international scene, through the identification and analysis of the strategic groups, competitive advantages, entry barriers to the sector and barriers to mobility between the groups. Three strategic groups of discount food retailers that have adopted different internationalisation strategies have been defined and a series of key success factors of the different strategic groups has been identified. The winners in the race to international expansion are in particular the leaders of the first group of German hard discount retailers. But important niches in several foreign markets can also enable growth of retailers in the second group, the German soft discount retailers specialised abroad, and of the third group, the French soft discount retailers diversified abroad.
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Francisco Javier Rondán Cataluña, Manuel J. Sánchez Franco and Angel Francisco Villarejo Ramos
Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.
Abstract
Purpose
Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.
Design/methodology/approach
Data were collected from the direct observation of the supermarket shelves of nine frequent purchase product categories in several hypermarkets and discount stores. Diverse statistical analyses were applied to these picked up data, such as mean comparisons, ANOVA and correspondence analysis.
Findings
The article concludes that the hypermarkets tend to have higher mean prices, and use promotional tools more profusely than the discount stores.
Research limitations/implications
For future research, it would be very important to examine consumer price evaluations based on a theoretical approach in the same formats, and in this way consumer reactions to price changes could be understood. Also, examining the cross‐country differences in retail stores may be quite interesting.
Practical implications
Relationships between hypermarkets and hi‐lo pricing, plus discount stores and EDLP pricing, have been found. Therefore, retail managers of both formats have to know all about these pricing strategies. In this way, the managers of these firms would know the kind of customers that can be attracted and the signals and image that can be projected in the market.
Originality/value
This paper directly compares the pricing and promotional activities of hypermarkets versus discount stores. Researching into whether price and promotional differences exist between the two format retailers will help consumers and managers to know the true price level of each format.
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Behzad Izadi, Ali Ghaedi and Mohammadreza Ghasemian
Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion…
Abstract
Purpose
Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy.
Design/methodology/approach
An experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman's statistical methods and logistic regression using SPSS 22 software.
Findings
Based on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy.
Research limitations/implications
Access to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods.
Practical implications
Neuromarketing is a science that can examine human subconscious decisions and activities.
Social implications
The information obtained neural methods are more accurate than traditional research methods.
Originality/value
This study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them.
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