Estratégias de preço promocional no varejo brasileiro para incentivo de vendas

Resumo

The definition of efficient promotional pricing strategies is essential to attract consumers, generate revenue and optimize the profitability of organizations. Empirical research suggests that, in Latin America, sales of promotional products account for 50% of the revenue of retail companies, and less than half of this revenue generates an increase in volume that compensates for investments both in the short and in the long term. Promotional pricing strategies are widely used in Brazil, especially by retailers that operate with the Temporary Price Reduction and Multi-buy pricing model. Looking inside the retail organizations, previous studies show that companies and their respective leadership are making decisions intuitively and entering unnecessary price wars. Looking outside organizations, previous studies indicate the need for constant updating and understanding of consumer behavior, especially in promotional pricing strategy area, as this research front is still little explored with field experiments. Thus, the main objective of this research is to verify which promotional price decision impacts consumers' perception of price and, consequently, accelerates sales. Previous studies indicate that laboratory experiments suggest that buy-and-win promotions are more attractive than discounts, for example, “buy 3 and get 1 free” gets more attention than “buy 3 and get 33% off”. Note that the monetary value of both is the same. However, can this conclusion be generalized or applied? Our research, carried out through three field experiments, evaluated the selling performance of 3 promotional mechanics versus a regular price control group, i.e., no discount. Subsequently, we verified whether there was a difference, for consumers, between the “Get 3 Pay 2” and “Buy 3” pricing strategies with a 33% discount on each unit. Unlike the experiment carried out in the laboratory, the results suggest that there is no difference in price perception between the two pricing methods. This result has managerial implications for optimizing the profitability of organizations and signals the need for further research on promotional pricing.

Ficha do documento

Tipo

Dissertação

Ano

2022

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/31856

Palavras-chave

Promotional pricePricing strategyRetailField experimentPreço promocionalEstratégia de precificaçãoVarejoExperimento de campoAdministração de empresasVendas - PromoçãoPreços - DeterminaçãoComércio varejista