Profiling intrinsic deal proneness for HILO and EDLP price promotion strategies |
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| Institution: | 1. University of Colorado at Boulder – Leeds School of Business, 995 Regent Dr., Boulder, CO 80309, USA;2. Pennsylvania State University – Smeal College of Business, Business Building, University Park, PA 16802, USA;1. Robins School of Business, University of Richmond, Richmond, VA 23173, United States;2. Stan Richards School of Advertising & Public Relations, Moody College of Communication, Belo Center for New Media, The University of Texas at Austin, Austin, TX, United States;3. TU Dortmund University, Otto-Hahn-Str. 6, 44227 Dortmund, Germany;1. Business School, University of Sydney, Australia;2. School of Marketing, University of Technology, Sydney, Australia;3. School of Management, University of Liverpool, United Kingdom |
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| Abstract: | This study defines deal proneness as an intrinsic propensity towards two kinds of price promotions in retailing: the high-low strategy (HILO) and the every-day-low-price (EDLP) strategy. A scale is developed to identify EDLP, HILO and non-deal prone consumers. In order to gain a deeper insight into the behavioral structure, these deal proneness segments are portrayed by demographic variables, purchasing characteristics, brand preference and store choice. Store choice, in particular, is of interest for retailers to target their price promotion strategies to specific deal proneness segments. Therefore, the following convincing hypothesis is tested in detail: EDLP prone consumers tend to prefer EDLP stores, HILO prone consumers tend to prefer HILO stores. |
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