Pricing Tactics and Retail Image / Yoann ROUABHI / 2020

Titre : Pricing Tactics and Retail Image Type de document : Mémoire Auteurs : Yoann ROUABHI, Auteur Année de publication : 2020 Importance : 36 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management IMAGE DE MARQUE ; INDICE DES PRIX ; COMPORTEMENT DU CONSOMMATEUR ; COMMERCE DE DETAIL Résumé : The purpose of this paper is to study the consumers’ responses to the daily fluctuations of gas prices and permit gas station retailers to implement efficient pricing tactics that would support their brand image. The research question is, as a gas station retailer, how often do I change my price? To answer this question, variables and measures that impact the relation between frequency of price change and brand image were found and a questionnaire was developed. The gas station consumers responded to the questionnaire directly at gas stations. After analysis of the results, we observed that consumers do notice that prices change frequently and that they are more likely to switch from one gas to another to find the best prices, because of a possible lack of strong relationships with the retailers on the gas station market. The retailers should therefore implement pricing tactics that don’t need a frequent change in price and give the time to consumers to understand the coherence between their gas stations’ prices and their brand image. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529795