Abstract

ALVES, Carlos Alberto; VAROTTO, Luís Fernando  and  GONCALVES, Marcelo Neves. Retail pricing strategies: study in the south zone of São Paulo. Rev. adm. empres. [online]. 2012, vol.52, n.6, pp. 595-612. ISSN 0034-7590.  http://dx.doi.org/10.1590/S0034-75902012000600003.

Retailers face a complex task in formulating prices strategies. While the goal of pricing is to lay down a general course of action, pricing methods are procedures which enable organizations to make their pricing decisions. The scope of this paper is to explore retail pricing goals along with the methods that are employed for pricing, and to investigate whether the methods employed succeed in achieving the objectives. It was found that the companies used in the sample are basically pursuing quantitative rather than qualitative objectives and that they lay emphasis on achieving sales and making profits by following market developments. Another significant factor was that, the firms in the sample seemed to attach less importance to customer-oriented methods and employ the traditional methods of costing, probably due to their simplicity.

Keywords : Marketing; retail marketing; retail strategy; pricing objectives; pricing methods.