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| Author: | Voss, G.B. Seiders, K. |
| Title: | Exploring the effect of retail sector and firm characteristics on retail price promotion strategy |
| Journal: | Journal of Retailing
2003 : VOL. 79:1, p. 37-52 |
| Index terms: | Perishable goods Retail pricing Sales promotion |
| Language: | eng |
| Abstract: | The question addressed in this study is why retail price promotion strategies vary across retail sectors and across companies within sectors. The authors investigate how two sector-level characteristics, related to product assortement perishability and heterogeneity, and three company-level characteristics, related to retailer differentiation, number of stores and average store size, influence promotion decisions. Hierarchical linear modeling and a sample of 38 companies from 11 retail sectors is used in the investigation. The results indicate that assortment heterogeneity moderates the positive influence or perishability on price promotion activity. |
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