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| Author: | Mulhern, F. Williams, J. Leone, R. |
| Title: | Variability of brand price elasticities across retail stores: ethnic, income, and brand determinants |
| Journal: | Journal of Retailing
1998 : FALL, VOL. 74:3, p. 427-446 |
| Index terms: | RETAILING BRANDS BHUTAN |
| Language: | eng |
| Abstract: | Retail pricing decisions are often made with respect to the price sensitivity of shoppers in a retail store or market area. This paper explores howcertain brand and consumer characteristics relate to the variability of brand price elasticity across stores belonging to the same chain. The authors measure the price sensitivity of 14 liquor brands sold in 35 store locations. Since the stores operate in a monopoly environment, the analysis is free from the confounds caused by competitive pricing or promotional activity that often hamper retail pricing studies. |
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