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EDLP versus Hi-Lo Pricing Strategies in Retailing

Literature Review and Empirical Examinations in the German Retail Market

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Sabine El Husseini

Retail pricing strategy is seen as one of the priorities in retail management. There exist two main pricing strategies in retailing: the Every Day Low Price (EDLP) strategy and the High-Low (Hi-Lo) pricing strategy. Despite the importance of this topic, it has been given little attention in academic research. The author fills this gap in academic literature and examines the topic both from a theoretical and an empirical perspective. Based on a comprehensive conceptual examination of pricing strategies in retailing, the author conducted two large-scale empirical studies about the impact of the retailer’s pricing strategy and the price promotion activity on store performance and derives fruitful implications both for future research and for managerial action.
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List of Tables

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Table 1:Selected definitions of pricing strategy in retailing and their aspects

Table 2:Empirical research on the influence of market and consumer factors on pricing strategy in retailing

Table 3:Empirical research on the influence of retailer factors (assortment, category, store, chain factors) on pricing strategy in retailing

Table 4:Empirical research on the influence of competitor factors on pricing strategy in retailing

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