Author:
Palla Polyxeni (Jenny),Boutsouki Christina,Zotos Yorgos
Abstract
PurposeThe purpose of this paper is to examine the evolution of the quantity surcharge phenomenon as a conscious pricing policy as well as the resulting consumer awareness and reactions to quantity surcharges.Design/methodology/approachThe approach taken is a comparative analysis of two distinct time periods involving two store audits and two consumer surveys conducted in 1989 and 2007.FindingsThe findings indicate that the quantity surcharge incidents recorded in the market in both periods are the result of a conscious pricing policy. At the same time, evidence suggests that the more mature the market becomes, the less frequent and less intense the phenomenon of quantity surcharges becomes. Consumers' attitude and reaction to quantity surcharges are also discussed indicating that the market's evolution has also an effect on consumers.Originality/valueThe paper discusses quantity surcharges as a conscious pricing policy and examines the effect of retail change on the quantity surcharge phenomenon.
Subject
Business and International Management,Marketing
Reference64 articles.
1. Adams, A., Di Benedetto, A. and Chandran, R. (1991), “Can you reduce your package size without damaging sales?”, Long Range Planning, Vol. 24 No. 4, pp. 86‐96.
2. Agrawal, J., Grimm, P.E. and Srinivasan, N. (1993), “Quantity surcharges on groceries”, The Journal of Consumer Affairs, Vol. 27 No. 2, pp. 335‐56.
3. Alderson, W. (1963), “Administered prices and retail grocers' advertising”, Journal of Advertising Research, Vol. 3 No. 1, pp. 2‐7.
4. Allen, L.W., Harrell, G.D. and Hutt, M.D. (1976), Price Awareness Study, The Food Marketing Institute, Washington, DC.
5. Bell, D.R. and Lattin, J.M. (1998), “Shopping behaviour and consumer preference for store price format: why large basket shoppers prefer EDLP”, Marketing Science, Vol. 17 No. 1, pp. 66‐88.
Cited by
5 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献