Retail Pricing Strategies: a study in the south zone of São Paulo

• Autor(a) principal: Alves, Carlos Alberto
• Data de Publicação: 2012
• Outros Autores: Varotto, Luís Fernando, Gonçalves, Marcelo Neves
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/30395
• topic: Marketing; retail marketing; retail strategy; pricing objectives; pricing methods; Marketing; marketing minorista; estrategia minorista; objetivos de precio; métodos de precio; Marketing; marketing de varejo; estratégia varejista; objetivos de preço; métodos de preço

Retailers face a complex task in formulating prices strategies. While the goal of pricing is to lay down a general course of action, pricing methods are procedures which enable organizations to make their pricing decisions. The scope of this paper is to explore retail pricing goals along with the methods that are employed for pricing, and to investigate whether the methods employed succeed in achieving the objectives. It was found that the companies used in the sample are basically pursuing quantitative rather than qualitative objectives and that they lay emphasis on achieving sales and making profits by following   market developments. Another significant factor was that, the firms in the sample seemed to attach less importance to customer-oriented methods and employ the traditional methods of costing, probably due to their simplicity.