Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail
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Data de Publicação: | 2011 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12546 |
Resumo: | In retail, managers have a delicate and complex task in formulating their pricing strategies considering the multiple products and services available. While the price targets provide an overall direction for action, the pricing strategies are the steps or procedures by which organizations achieve their pricing decisions. The scope of this paper is to explore the goals of prices that retailers are seeking along with the strategies they adopt to price their products and services and investigate whether price targets are associated with the pricing strategies adopted. To meet the objectives of this study, we chose to conduct a search using a quantitative-descriptive survey. The sample is not probabilistic and to the advantage of the researchers. It consists of 300 retail companies of all sizes located in So Paulo city. As a result it was found that the sample companies are pursuing goals primarily quantitative rather than qualitative, with a strong emphasis on making sales and profits followed by the market development for the organization. Another important point in the discussion of strategies within retail firms in the sample seems to give less attention to a customer-oriented method. These companies most often employ the traditional costs, probably due to the simplicity of this method. |
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Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo RetailObjetivos de Preço e Estratégias de Preço no Varejo: Uma Análise Empírica no Varejo PaulistanoMarketing, Retail Marketing; Retail Strategy; Price Objectives; Price Strategies.Marketing; Marketing de Varejo; Estratégia de Varejo; Objetivos de Preço; Estratégias de PreçoIn retail, managers have a delicate and complex task in formulating their pricing strategies considering the multiple products and services available. While the price targets provide an overall direction for action, the pricing strategies are the steps or procedures by which organizations achieve their pricing decisions. The scope of this paper is to explore the goals of prices that retailers are seeking along with the strategies they adopt to price their products and services and investigate whether price targets are associated with the pricing strategies adopted. To meet the objectives of this study, we chose to conduct a search using a quantitative-descriptive survey. The sample is not probabilistic and to the advantage of the researchers. It consists of 300 retail companies of all sizes located in So Paulo city. As a result it was found that the sample companies are pursuing goals primarily quantitative rather than qualitative, with a strong emphasis on making sales and profits followed by the market development for the organization. Another important point in the discussion of strategies within retail firms in the sample seems to give less attention to a customer-oriented method. These companies most often employ the traditional costs, probably due to the simplicity of this method.No varejo, os gestores possuem uma delicada e complexa tarefa na formulao das suas estratgias de precificao considerando-se os mltiplos produtos e servios disponveis. Enquanto os objetivos de preo fornecem uma direo geral para ao, as estratgias de precificao so os passos ou procedimentos pelo qual as organizaes atingem suas decises de preos. O escopo desse trabalho explorar os objetivos de preos que as empresas varejistas buscam juntamente com as estratgias que adotam para precificar seus produtos e servios; e investigar se os objetivos de preo esto associados com as estratgias de preo adotadas. Para responder aos objetivos desse trabalho, optou-se por realizar uma pesquisa de cunho quantitativo-descritivo por meio de levantamento tipo survey. A seleo da amostra no probabilstica e por convenincia dos pesquisadores. Constitui-se de 300 empresas varejistas de diversos portes localizadas na cidade de So Paulo. Como resultado descobriu-se que as empresas da amostra esto fundamentalmente perseguindo objetivos quantitativos no lugar de objetivos qualitativos, com uma forte nfase na realizao de vendas e lucros seguidos pelo desenvolvimento de mercado para a organizao. Outro ponto importante na discusso dentro das estratgias de varejo, as empresas da amostra parecem dar uma menor importncia a mtodos orientados ao cliente. Essas empresas empregam com mais freqncia o mtodo tradicional de custos, provavelmente devido a simplicidade deste mtodo. DOI: 10.5585/remark.v10i2.2259Universidade Nove de Julho - Uninove2011-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1254610.5585/remark.v10i2.2259ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 84-1052177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12546/6100Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessAlves, Carlos AlbertoVarotto, Luis FernandoGonçalves, Marcelo Neves2019-06-21T14:44:04Zoai:https://periodicos.uninove.br:article/12546Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:44:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail Objetivos de Preço e Estratégias de Preço no Varejo: Uma Análise Empírica no Varejo Paulistano |
title |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail |
spellingShingle |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail Alves, Carlos Alberto Marketing, Retail Marketing; Retail Strategy; Price Objectives; Price Strategies. Marketing; Marketing de Varejo; Estratégia de Varejo; Objetivos de Preço; Estratégias de Preço |
title_short |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail |
title_full |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail |
title_fullStr |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail |
title_full_unstemmed |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail |
title_sort |
Pricing Objectives and Strategies Retail Price: An Empirical Analysis São Paulo Retail |
author |
Alves, Carlos Alberto |
author_facet |
Alves, Carlos Alberto Varotto, Luis Fernando Gonçalves, Marcelo Neves |
author_role |
author |
author2 |
Varotto, Luis Fernando Gonçalves, Marcelo Neves |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Alves, Carlos Alberto Varotto, Luis Fernando Gonçalves, Marcelo Neves |
dc.subject.por.fl_str_mv |
Marketing, Retail Marketing; Retail Strategy; Price Objectives; Price Strategies. Marketing; Marketing de Varejo; Estratégia de Varejo; Objetivos de Preço; Estratégias de Preço |
topic |
Marketing, Retail Marketing; Retail Strategy; Price Objectives; Price Strategies. Marketing; Marketing de Varejo; Estratégia de Varejo; Objetivos de Preço; Estratégias de Preço |
description |
In retail, managers have a delicate and complex task in formulating their pricing strategies considering the multiple products and services available. While the price targets provide an overall direction for action, the pricing strategies are the steps or procedures by which organizations achieve their pricing decisions. The scope of this paper is to explore the goals of prices that retailers are seeking along with the strategies they adopt to price their products and services and investigate whether price targets are associated with the pricing strategies adopted. To meet the objectives of this study, we chose to conduct a search using a quantitative-descriptive survey. The sample is not probabilistic and to the advantage of the researchers. It consists of 300 retail companies of all sizes located in So Paulo city. As a result it was found that the sample companies are pursuing goals primarily quantitative rather than qualitative, with a strong emphasis on making sales and profits followed by the market development for the organization. Another important point in the discussion of strategies within retail firms in the sample seems to give less attention to a customer-oriented method. These companies most often employ the traditional costs, probably due to the simplicity of this method. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-12-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12546 10.5585/remark.v10i2.2259 |
url |
https://periodicos.uninove.br/remark/article/view/12546 |
identifier_str_mv |
10.5585/remark.v10i2.2259 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12546/6100 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 84-105 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640933158912 |