Różnicowanie cen w handlu wielokanałowym – wyzwanie wizerunkowe
Price Differentiation in Multi-Channel Commerce - The Challenge of Branding
Author(s): Ilona BondosSubject(s): Behaviorism, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: price differentiation; price discrimination; multi-channel; price image; perception of prices;
Summary/Abstract: Dissemination of Internet access has created the prospect of launching multi-channel sales; the next step was to adjust pricing policies to channel-based price differentiation strategies. The purpose of the discussion is to present the practice of price differentiation in multi-channel sales conditions through the prism of image consequences that may lead to adverse changes in consumer behavior. The article reviews the literature on the effects of price discrimination on channels. It also identifies the determinants of the image impact of channel price differentiation. The summary defines several practical implications for bidders. This article is conceptual.
Journal: Handel Wewnętrzny
- Issue Year: 364/2016
- Issue No: 5
- Page Range: 17-26
- Page Count: 10
- Language: Polish