Abstract
The topic of retail prices and price policies followed by retailers is important for two reasons: first, retail prices are important to the consumer since these prices affect what the buyer can purchase with his dollars; second, retailing historically has been a barometer of economic health.
One of the myths of retailing is that a customer’s major reason for buying is price. Each retailer has a ‘selling proposition’. That’s the sum of all the parts that lead to the ultimate sale, for example, pre-sale advertising, the customer visiting the store, and after-sale service. These add up to value perceived — the richness of the shopping experience. Price is part of the equation, but not the total factor.
(Clark A. Johnson, in Arthur Anderson, Retailing Issues Letter, vol. 6 (September 1993) p. 3)
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© 1995 Nessim Hanna and H. Robert Dodge
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Hanna, N., Dodge, H.R. (1995). Retail Pricing. In: Pricing. Palgrave, London. https://doi.org/10.1007/978-1-349-14477-8_11
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DOI: https://doi.org/10.1007/978-1-349-14477-8_11
Publisher Name: Palgrave, London
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