In this paper, price and promotional selling variations for non‐durable goods in Spain are tested. An overview of price discrimination and promotional strategies for non‐durable goods is offered. In this study, the objective is to analyse how prices and promotional sales of different product categories vary between different geographical areas within Spain. An idea of the implementation of geographical price strategies and the application of micro‐marketing in frequent purchase product categories is also offered. The results of the multivariate analysis of the variance indicated that there were no significant differences in mean prices between the areas tested. However, significant differences did exist between promotional selling and promotional selling percentage using only price discounts.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Apr 1, 2004
Keywords: Marketing; Pricing policy; Retailing; Consumer goods; Analysis of variance; Spain
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