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Pricing Strategies

In: Coping with Retail Giants

Author

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  • A. Coskun Samli

Abstract

Obviously, without an adequate price policy the retailer cannot survive. Here the smaller independents cannot compete with the modern discounting giants, but it does not mean they cannot offer a reasonable price and provide a reasonable consumer value. Pricing is a complex issue. Many retailers shy away from doing research and experimenting with their own pricing strategies; as a result, many retailers place emphasis on the manufacturer’s suggested prices. However, each retailer is different, and pricing should be, even in a small way, a part of this different identity. It must be reiterated, however, that while discounting giants are competing primarily on the basis of pricing, smaller independents can offer good service and make their customers not feel as if they are simply numbers.

Suggested Citation

  • A. Coskun Samli, 2015. "Pricing Strategies," Palgrave Macmillan Books, in: Coping with Retail Giants, chapter 13, pages 175-182, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-47634-0_14
    DOI: 10.1057/9781137476340_14
    as

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