8/9/2019 Summary of Article Review - Pricing Strategy

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Summary of Article Review - Pricing Strategy

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Reference(APAformat)

Kunal Swani andBoonghee Yoo,(2!),"#nteraction$

%etween &rice and&rice deal", 'ournal ofProduct Brandanagement, *ol+!#$$ 2, &&+ !. - !/2

'ohan An$elm$$on0i1la$ *e$tmanBonde$$on lf

'ohan$$on,(2!),"Brandimage andcu$tomer$3willingne$$ to &ay a&rice &remium forfood %rand$",

'ournal of Product Brandanagement, *ol+2. #$$ 2 &&+ 4!2

anu 5arricano,(2!),"Pricingmyo&ia6 do leading

com&anie$ ca&turethe full value of their&ricing $trategie$7"anagement8eci$ion, *ol+ /2 #$$! &&+ !/ - !9:

*en1ate$h Shan1ar andRuth 0+ Bolton, (2),;An io?uAndrea$ @interhu%er

oni Somer$ ,

(2!),"rgani?ational de$ign and &ricingca&a%ilitie$ for$u&erior Crm&erformance",anagement8eci$ion, *ol+ /2 #$$ !&&+ / - 9:

%DectiveE#ndu$tryE>ocation

he &ur&o$e of thi$$tudy i$ to eFaminethe interactive eGectof &rice and &ricedeal+ S&eciCcally, itde$ire$ to mea$urehow con$umer$H

%ehaviouralintention$ toward the%rand are aGectedfor a high-&riced%rand and a low-&riced %rand when a

he aim i$ tounder$tandcu$tomer$Hwillingne$$, orunwillingne$$, to&ay a &rice&remium in the

mar1et forcon$umer&ac1aged food andwhat 1ind of %randimage$ can %eu$ed in order to

he &ur&o$e of thi$&a&er i$ to re&ort aninve$tigation of&ricing determinant$in large com&anie$manufacturingca&ital good$ in

Irance+

he &ur&o$e of thi$$tudy i$ to inve$tigatethe following focalre$earch Jue$tion6 @oware retailer$H &ricing$trategie$ cu$tomi?edfor diGerent %rand$,

categorie$, $tore$,chain$, mar1et$,cu$tomer$, andcom&etitive $ituation$7

he &ur&o$e of thi$&a&er i$ to te$t therelation$hi& %etweenorgani?ationalantecedent$, &ricingca&a%ilitie$, and Crm&erformance+

8/9/2019 Summary of Article Review - Pricing Strategy

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Summary of Article Review - Pricing Strategy&rice deal i$ oGered+ achieve a &rice

&remium inSweden+

Re$earchue$tion

!+ @ow will the &o$itiveeGect of &rice

interact with thenegative eGect of&rice deal$7

2+ 8oe$ &rice levelinteract with the&re$ence ver$u$a%$ence of a &rice&romotion7

Lhat are other&rice &remium

determinant$%e$ide Juality7@ow $igniCcancethe determinant$ to&rice &remium7

!+ @ow to u$e theinformation already

availa%le in a Crm$Henvironment in orderto identify 1eyvaria%le$ inMuencing&ricing $trategicchoice$7

2+ Lhat are way$&ricing deci$ionma1er$ rely onenvironmental

determinant$ whenma1ing their &ricingdeci$ion$7

.+ @ow to &rovide amore reali$ticde$cri&tion of &ricing&ractice$ thatem%race thecom&leFity ofo%$erved &ricingdeci$ion ma1ing

!+ @ow com&etitor$Hmar1eting eGort$N

&articularly &rice anddeal deci$ion$Nrelatedto retailer &ricing7

2+ Lhat factor$ are mo$tim&ortant in retailer&ricing deci$ion$7

.+ Lhat i$ the role of%rand characteri$tic$,$uch a$ %randadverti$ing and %rand

eJuity, in &ricing$trategy7+ @ow do category

factor$, $uch a$$tora%ility andnece$$ity, aGect&ricing $trategie$7

/+ @ow do characteri$tic$of the $tore, inMuenceretailer$H &ricingdeci$ion$7

O+ @ow do &ricing$trategie$ vary acro$$chain$ and mar1et$7

9+ Lhat i$ the eGect ofcon$umer $en$itivity to

@ow to increa$e Crm&erformance via

&ricing7

8/9/2019 Summary of Article Review - Pricing Strategy

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Summary of Article Review - Pricing Strategy&rice change$ or deal$on retailer &ricing foreach %rand at a $tore7

heory$ed

!+ Yoo (2) on BrandeJuity and Brand

loyalty2+ 5hen (!:) on

Purcha$e intention,>i1elihood of&ermanent &ricereduction, >i1elihoodof regular &riceinMation

.+ rewal (!:) onPerceived Juality,

Perceived value,#nternal reference&rice

+ Ratne$hwar (2!)on Per$onal &urcha$egoal$

!+ Aa1er (!O),An$elm$$on et al+

(29), Yoo and8onthu (2!) onBrand awarene$$

2+ An$elm$$on et al+(29)Q 0etmeyeret al+ (2)Q Yooand 8onthu (2!)Q

riD& (!/)QKalogera$ et al+(2)Q Khan and

ahmood (2!2)QSethuraman (2)on PerceivedJuality

.+ An$elm$$on et al+(29)Q Brun$ etal+ (22)Q ude&hui$ and *an

riD& (!/) on 5SR+ An$elm$$on et al+

(29)Q Ahmed et

al+ (2)Q Arnoultet al+ (2!)Qnahanandh andA$$arut (2!.) on@ome country

!+ 0o%le and rucaH$(!) on &ricing

$trategie$2+ #ngen%lee1 et al+H$

(2.) on contingenta&&roach to &ricing$trategie$

.+ Iorman and @untH$(2/) oninternational &ricing&ractice$

+ Bang-0ing @wang et

al+ (2!!), Iarre$(2!2), ale andSwire (2!2), 'o%%erand Shi&ley (2!2),

'ohan$$on andAnder$$on (2!2),Smith (2!2),#ngen%lee1 and vander >an$ (2!.) on&ractical &ricingre$earch

!+ @och (!) on &ricecon$i$tency

2+ Al%a (!), elli$ andufryden (!/) on&rice-&romotioninten$ity

.+ Iader and >odi$h(!), #nman andcAli$ter (!.) onPrice-Promotion5oordination@och (!) , Bolton

(!:) on RelativeBrand Price

!+ rgani?ationaldeci$ion-ma1ing

theory (arch, !/:)2+ he %ehavioural

theory of the Crm(5yert and arch,!2)

.+ he re$ource-%a$edview (RB*) of theCrm (Lernerfelt,!:)+

+ rgani?ational theory

on the internal$tructure rant,!O),

/+ rgani?ational$tructure (Ai1en etal+, !:Q @all, !99Q@all et al+, !O9Qiller et al+, !::),

O+ rgani?ationaleTcacy (Bandura,2Q Bohn, 2!),

9+ rgani?ationalcham&ion$ (@owelland Shea, 2OQSchon, !O.),

:+ rgani?ational

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Summary of Article Review - Pricing Strategyorigin change ca&acity

('udge and 8ougla$,2)+

Re$&ondent

Study !6 real,eFi$ting %randPRA8A and SS#female hand%ag - :college female$tudent$Study 26 Cctitiou$%rand, ni$eF.!OL Sungla$$e$ -!! undergraduateand graduate%u$ine$$ $tudent$

(O female$ and /male$)+

./ re$&ondent$age %etween 2and 9 year$ oldrandomly cho$ennationwide

: re$&ondent$(8irector$ ofar1eting, Sale$anager$, Productanager$ and Pricinganager$, de&endingon who wa$ incharge of &ricingwithin the Crm) fromCrm$ which amongthe large$tmanufacturing

com&anie$ in Irance+

he mar1et$ - $iFcategorie$ ofcon$umer-&ac1agedgood$ in Cve +S+mar1et$Q 0ew Yor1, >o$Angele$, 5hicago,arion(#ndiana), and Pitt$Celd(a$$achu$ett$)con$i$t of !9 chain$and 2!2 $tore$No%tained from

A50iel$en and 5o+ and#nfo Re$ource$, #nc+

uantitative $urveyof 9: manager$from mo$tly largecom&anie$ glo%ally+

>ocation @of$tra niver$ity,@em&$tead, 0Y, SA

Sweden Irance +S+ +S

#nde&endence*aria%le$

Study ! 6 real,eFi$ting %rand-hand%ag (the level of&rice and the level of&rice deal 4 high-&riced %rand andlow-&riced %rand)Study 2 6 Cctitiou$

Awarene$$,&erceived Juality,uniJuene$$,cor&orate $ocialre$&on$i%ility(5SR), $ocial imageand home countryorigin

Pricing $trategy,Pricing $tructure,Ger Structure

ar1et ty&e, chain$i?e, chain &o$itioning,$tore $i?e, categorya$$ortment, $tora%ility,nece$$ity, %rand&reference, relative%rand adverti$ing,cu$tomer own and

5enter-led &ricing,5ham&ioning%ehavior$,rgani?ationalchange ca&acity

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Summary of Article Review - Pricing Strategy%rand, ni$eFSungla$$e$ (2 levelof &rice and 2 levelof &rice deal - U2+/and U29+/)

cro$$ ela$ticity for&rice$ and deal$,com&etitor relative&rice and dealfreJuency+

oderating*aria%le$

0one 0one 0one 0one 5om&etitiveinten$ity, Productadvantage

8e&endent *aria%le

Behaviouralintention$6 %randeJuity, %rand loyalty,and &urcha$eintention+

>oyalty and &rice&remium

ar1et condition$,com&etitivecondition$, com&anycondition$, &roductcondition$

Price 5on$i$tency,Price-Promotion#nten$ity, Price-Promotion5oordination, RelativeBrand Price

Pricing ca&a%ilitie$,rgani?ationalconCdence, RelativeCrm &erformance

Iinding$ A $trong interactiveeGect %etween &riceand &rice deal6 &ricedeal$ do not have auniform eGect acro$$%rand$ %ut adiGerent eGectde&ending on the&rice level of the%rand+ Ior a high-&riced %rand, a

negative eGect of&rice deal$ on%ehaviouralintention$ (%randeJuity, %rand loyalty,

he $urvey $how$that Juality i$ a$igniCcantdeterminant of&rice &remium, %utadding other imagedimen$ion$ dou%le$the &redicta%ilityand under$tandinga%out &rice&remium+ he

$tronge$tdeterminant$ of&rice &remium are$ocial image,uniJuene$$ and

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Summary of Article Review - Pricing Strategyand &urcha$eintention) wa$ found+5ontrary, a low-&riced %rand, a&o$itive eGect of

&rice deal$ on eachof the $ame%ehavioural intentionvaria%le$ wa$ found+

home countryorigin+ ther$igniCcantdeterminant$ arecor&orate $ocial

re$&on$i%ility (5SR)and awarene$$+

&ricing lever$6 a good&o$ition on the$evaria%le$ give$ Crm$more &ricing &ower+But in maDority of the

ca$e$, com&anie$relied on com&etitivecondition$ in$tead ofa favoura%le&o$ition, de$cri%eda$ &ricing myo&ia+

led &ricemanagement,organi?ationalchange ca&acity, andcham&ioning

%ehaviour$ act a$im&ortantantecedent$ to&ricing ca&a%ilitie$and, eFce&t for theformer, to orgconCdence+