search query: @indexterm RETAIL PRICING / total: 107
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| Author: | Mulher, F.J. Leone, R.P. |
| Title: | Implicit price bundling of retail products: a multiproduct approach to maximizing store profitability. |
| Journal: | Journal of Marketing
1991 : OCT, VOL. 55:4, p.63-76 |
| Index terms: | RETAIL PRICING CONSUMER DEMAND SALES PROMOTION |
| Language: | eng |
| Abstract: | The presence of demand interrelationships among substitute and complementary goods in retail stores was demonstrated by Mulhern in 1989 and was extended by Walters in 1991. Retail pricing strategies should incorporate such demand interdependencies to maximize store profitability. The case of multiproduct pricing is reviewed. A theoretical framework for retail pricing and promotion policies based on the implicit price bundling of related products is developed. It is empirically demonstrated how the regular and deal prices of individual brands influence the sales of substitute and complimentary items, and how retailers can maximize profitability by exploiting the interdependencies in demand that are present among retail products. |
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