Provide a pattern for choosing a discount-based pricing strategy in marketing (Case Study in a Chain Store)

Document Type : Original Article

Authors

School of Industrial and Systems Engineering, Tarbiat Modares University, Tehran, Iran

Abstract

Perceived value is a parameter affecting customer satisfaction and customer retention rate. Pricing as a revenue factor in the marketing mix among other factors of product, location and promotion has a significant impact on the customer perceived value. Customer mentality of pre-purchase pricing can affect his future behavior. Choosing the right pricing and discounting strategy and using the appropriate sales and marketing tactics is effective in retaining and returning customers. Choosing the right pricing strategy can be influenced by many factors such as product brand, type of customers, geographical area, pricing and discount policies, the vision of the company and etc. In this paper, we try to examine the perceived value functions in marketing and select appropriate criteria with the aim of maximizing the perceived value of stakeholders and using MCDM decision methods and DEMATEL causal approach to selecting the best discount pricing strategy in Marketing is addressed by a case study of a specific chain store. The results showed that the two anchoring pricing and discount pricing strategies were obtained using two methods of network analysis approach and laboratory evaluation and decision testing as the two best methods for the store. The results of VIKOR model solution also consider the pricing strategy based on the product portfolio as the first priority proposed to the sales and marketing managers of the store.

Keywords

References

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Commercial Strategies
Volume 17, Issue 16
February 2021
Pages 198-185

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