Retail Price Drivers and their Financial Consequences
نویسندگان
چکیده
What are the drivers of retailers' prices and what, if any, are their financial consequences? The results of a large-scale quantitative analysis show that retail prices are mainly driven by pricing history (50%), acquisition costs (25%), and demand feedback (12.5%). In contrast to pricing history, demand-based pricing is associated with higher retailer (and manufacturer) financial performance. The remaining price drivers: category management, store traffic, and store brand performance, affect manufacturer and retailer performance in more complex ways.
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