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dc.contributor.authorHeerde, H. J. van
dc.contributor.authorGijsbrechts, E.
dc.contributor.authorPauwels, Koen Hendrik
dc.date.accessioned2010-07-19T07:43:34Z
dc.date.available2010-07-19T07:43:34Z
dc.date.issued2008-10
dc.identifier.issn0022-2437
dc.identifier.urihttp://hdl.handle.net/10679/59
dc.identifier.urihttp://journals.ama.org/doi/abs/10.1509/jmkr.45.5.499
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractAlthough retail price wars have received much business press and some research attention, it is unclear how they affect consumer purchase behavior. This article studies an unprecedented price war in Dutch grocery retailing that started in fall 2003, initiated by the market leader to halt its sliding market share. The authors investigate the short- and longterm effects of the price war on store visits, on spending, and on the sensitivity of these decisions to weekly prices and price image. They use a unique data set with consumer hand-scan and perceptual data for a national panel of 1821 households, covering two years before and two years after the price war started. Although the price war initially entailed more shopping around and increased spending, spending per visit ultimately dropped because consumers redistributed their purchases across stores. The price war made consumers more sensitive to weekly prices and price image, which helped both the chain that showed an improvement in price image (the price war initiator) and the chains that already had a favorable price image (hard discounters). The price war initiator managed to halt the slide in its market share, and its stock price improved. The losers were the rival mid-level and high-end chains. Unlike the initiator, their price image did not improve, and they suffered from increased price image sensitivity. The authors provide managerial implications for firms that are (or about to be) involved in a price war.en_US
dc.description.sponsorshipMarketing Science Institute ; Netherlands Organization for Scientific Research
dc.language.isoengen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.ispartofJournal Of Marketing Research
dc.rightsrestrictedAccess
dc.titleWinners and losers in a major price waren_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume45
dc.identifier.issue5
dc.identifier.startpage499
dc.identifier.endpage518
dc.identifier.wosWOS:000260560900001
dc.identifier.doi10.1509/jmkr.45.5.499
dc.subject.keywordsPrice waren_US
dc.subject.keywordsMultivariate Tobit II modelen_US
dc.subject.keywordsStore visitsen_US
dc.subject.keywordsSpendingen_US
dc.subject.keywordsPrice imageen_US
dc.identifier.scopusSCOPUS:2-s2.0-56049093895
dc.contributor.authorMale1


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