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Pricing Challenges In The Multichannel Retailing

Author

Listed:
  • Jelena Franjkovic

    (Josip Juraj Strossmayer University of Osijek)

  • Davor Dujak

    (Josip Juraj Strossmayer University of Osijek)

  • Marta Botkuljak

    (Josip Juraj Strossmayer University of Osijek)

Abstract

Price differs from other marketing mix elements by its complexity and to a certain extent it is neglected in marketing literature. Pricing, setting the right price and managing it in the strategic and tactical sense, has always been challenging. Numerous factors should be taken into account such as companies’ own profit, targeted image, competition, regulations and targeted customers. Technology has made everything more transparent, easier to research and to track, including prices. The development of multichannel environment is primarily affected by the development of technology which enables multichannel approach for both retailers and their customers. Therefore, the aim of this paper is to address the importance of pricing in multichannel environment and resulting challenges. Furthermore, the aim is to determine the state of the multichannel environment at the Croatian market, both on the supply and demand side. Supply side includes analysis of multichannel pricing and selling activities of top 10 grocery retailers through case study method. Demand side relates to data on the consumers’ preferred ways of informing on retail prices through survey questionnaire analysis. Results suggest that both retailers and consumers accept possibilities of multichannel environment relatively slowly.

Suggested Citation

  • Jelena Franjkovic & Davor Dujak & Marta Botkuljak, 2018. "Pricing Challenges In The Multichannel Retailing," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 27(1), pages 55-76, june.
    • Handle: RePEc:avo:emipdu:v:27:y:2018:i:1:p:55-76
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    References listed on IDEAS

    as
    1. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
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    More about this item

    Keywords

    Prices; retail; multichannel; technology;
    All these keywords.

    JEL classification:

    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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