search query: @author Drèze, X. / total: 5
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| Author: | Hoch, S. J. Dreze, X. Purk, M. E. |
| Title: | EDLP, hi-lo, and margin arithmetic |
| Journal: | Journal of Marketing
1994 : OCT, VOL. 58:4, p. 16-27 |
| Index terms: | |
| Freeterms: | SUPERMARKT, PREISPOLITIK |
| Language: | eng |
| Abstract: | It has been argued that heavy price promotion has eroded consumer confidence in the credibility of everyday shelf prices. An EDLP approach can restore price credibility. Because EDLP is simple and consistent, it may be easier to communicate to consumers and therefore to increase the chances of establishing a low price image through advertising. This article examines the viability of an EDLP pricing strategy in the supermarket grocery industry. The article addresses the questions: what is EDLP in practice, how well does EDLP work, what does it take to make EDLP, when and how should EDLP be employed? |
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