Bücher der Reihe Schriften zu Marketing und Handel

This work examines the topic of EDLP versus Hi-Lo pricing strategies in retailing. Based on a comprehensive conceptual examination of pricing strategies in retailing, the author conducted two large-scale empirical studies about the impact of the retailer's pricing strategy on store performance.

The objectives of this book are threefold: First, conceptually examining the specific marketing-mix for luxury goods. Second, applying this marketing-mix to the online world. Third, empirically testing the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.

The book explores two central aspects of shopper behavior at the POP based on an eye-tracking field-experiment: decision-making and how it is affected by in- and out-of-store factors, and post-decision choice satisfaction. Results show that retailers have less influence on in-store decision-making than manufacturers, despite controlling the POP.