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دانلود تحقیق مقاله تاثیر تبلیغات در مقایسه قیمت خریداران

دانلود تحقیق مقاله تاثیر تبلیغات در مقایسه قیمت خریداران

دانلود مقاله Impact of promotions on shopper price comparisons

چکيده ترجمه مقاله 

Retailers implementing the Hi–Lo or promotional-pricing strategy frequently offer temporary price promotions to attract customers to the store. For this strategy to be financially successful, however, the store must entice bargain seekers to purchase non-discounted merchandise. Because regular prices at Hi–Lo retailers, as a rule, substantially exceed those of EDLP competitors, customers engaging in price comparisons across stores may perceive that a Hi–Lo retailer’s regular (non-discounted) prices are excessive relative to competitors’ prices and therefore will be less likely to make purchases at the regular Hi price. Given the potentially harmful effects of across-store price comparisons for Hi–Lo retailers, this exploratory research examines whether some forms of price promotion may be relatively more effective at discouraging consumers from comparing a retailer’s non-discounted prices to those at competing stores.

دانلود تحقیق مقاله تاثیر تبلیغات در مقایسه قیمت خریداران

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