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| Author: | Bolton, R.N. Shankar, V. |
| Title: | An empirically derived taxonomy of retailer pricing and promotion strategies |
| Journal: | Journal of Retailing
2003 : VOL. 79:4, p. 213-224 |
| Index terms: | Multivariate analysis Pricing Retailing Sales promotion Strategy |
| Language: | eng |
| Abstract: | Retailer pricing and promotions are studied at a brand-store level. 1364 brand-store combinations from 17 chains, 212 stores and six categories of consumer package goods are empirically examined in five U.S. markets. Retailer pricing and promotion strategies are found to be based on combinations of four underlying dimensions: 1) relative price, 2) price variation, 3) deal intensity and 4) deal support. |
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