search query: @author Lal, R. / total: 14
reference: 8 / 14
| Author: | Lal, R. Matutes, C. |
| Title: | Retail pricing and advertising strategies |
| Journal: | Journal of Business
1994 : JUL, VOL. 67:3, p. 345-370 |
| Index terms: | BUSINESS ECONOMICS STRATEGY PRICING |
| Language: | eng |
| Abstract: | The authors study pricing and advertising strategies of retailers competing for the demand of an assortment of goods. In a model where uninformed rational consumers decide where to buy each product, the authors find that firms advertise prices below marginal cost to attract consumers into the store and profit from other goods which consumers plan to buy at the store. Incorporating product line decisions indicates that firms do not restrict their product assortment even when they make a loss on one of the goods. |
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