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    Wyświetlanie 1-3 z 3
    Tytuł:
    Price differentiation in online and offline retail: an empirical study of current practices
    Autorzy:
    Kiczmachowska, Ewa E.
    de Pourbaix, Paweł
    Jamielniak, Dariusz
    Powiązania:
    https://bibliotekanauki.pl/articles/11542144.pdf
    Data publikacji:
    2023-06-30
    Wydawca:
    Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
    Tematy:
    online retail
    offline retail
    price differentiation
    price discrimination
    Opis:
    The purpose of this article is to present the practice of price differentiation in multichannel sales conditions. The study reviews the literature on channel pricing policy. The authors set a goal to study the practices of retailers operating in online and offline channels in Poland in terms of price differentiation between channels. Using the example of the EMPIK and SMYK chains, price differences between online and offline channels were analysed for several 100 products in key categories for these retailers. The prices were obtained by scraping the data from the websites of both retailers in November 2022. Statistical analysis was designed to examine differences in pricing by product category, position on the "most frequently purchased" list and price range. This research confirmed previous results that online vs. offline price differentiation was not widely used by leading multichannel retailers in the most popular categories bought online: only two out of 12 retailers elicited for the study were found to perform it. It also confirmed previous findings that if price differentiation was applied, the items were cheaper online more often. However, the average depth of discount was considerably higher. Apart from these general findings, our research delivered detailed insights at the category level as the depth of discount and the share of products sold at a discount online considerably differed between categories with comparable and non-comparable offers. Additionally, this study provided a unique analysis of the multichannel price differentiation strategy in relation to popularity or the absolute price of the product. While in the case of the popularity of the product, the offer uniqueness seemed to play a role, the relation to the absolute price of the product showed a mixed picture and would need further investigation.
    Źródło:
    Marketing Instytucji Naukowych i Badawczych; 2023, 48, 2; 1-16
    2353-8414
    Pojawia się w:
    Marketing Instytucji Naukowych i Badawczych
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Live Stream e-Commerce: Factors that Motivate the Evolving Consumer Patterns
    Autorzy:
    Ray, Paula
    Zou, Lijun
    Powiązania:
    https://bibliotekanauki.pl/articles/2205024.pdf
    Data publikacji:
    2022-12-31
    Wydawca:
    Wydawnictwo Adam Marszałek
    Tematy:
    e-commerce
    digital marketing
    consumption patterns
    shopping
    experience
    online retail
    pandemic shopping
    live streaming
    Opis:
    Live streaming e-commerce (LSE), as a product of the digital era, is a form of e-commerce that uses live streaming as a channel to achieve marketing purposes. Since the launch of the live shopping function on e-commerce platforms in 2016, live e-commerce has grown rapidly. In spite of the pandemic we find ourselves in, the live e-commerce market size has maintained an average annual growth rate of over 200% in the past two years. LSE has not only driven the consumer industry, but has also impacted consumers’ consumption habits in very many ways. It is not surprising that the highest impact of the LSE-driven market has been evidenced in China, which is considered the largest growing economy in the world with a PPP only second to the US. This paper aims to investigate LSE as an upcoming business model, leading to evolving consumer patterns, as well as exploring the motivators of such consumption. The objective of this research is to provide SMEs with recommendations on the developing markets and inputs on how to maximise sales in a pandemic-affected world. In depth interviews were conducted with LSE consumers based in China, to understand their shopping experiences, explore their psyche and motivations behind such consumption. As a result of a qualitative research approach, it was found that the use of streaming anchors act as an external stimuli in LSE which affects consumers’ perceived value. This, in turn, affects consumers’ trust and purchase intentions. The use of utilitarian and hedonic shopping motivations affect consumers’ willingness to engage in an actual purchase and consequent shopping pleasure.
    Źródło:
    African Journal of Economics, Politics and Social Studies; 2022, 1; 155-170
    2956-2686
    Pojawia się w:
    African Journal of Economics, Politics and Social Studies
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The last bastion of stationary trade is falling - the evolution of the e-food market in Germany
    Autorzy:
    Lueg, Philipp
    Powiązania:
    https://bibliotekanauki.pl/articles/2055024.pdf
    Data publikacji:
    2022-06-23
    Wydawca:
    Uniwersytet Gdański. Wydział Ekonomiczny
    Tematy:
    E-Food
    Food Commerce
    Online Food Retail
    Quick Commerce
    E-commerce
    Opis:
    For a long time, food retailing seemed to be the last stationary bastion in Germany that online retailing has not been able to penetrate. Due to the Corona pandemic, however, even this bastion seems vulnerable. The stationary supremacy of the food retail trade over decades, however, led to the fact that the stationary major players largely ignored the currently strongly growing e-food market, which could already take its revenge today and even more in the next few years, as more and more new, pure-online retailers enter the market and set the market in motion. In the context of the thesis, the development of the German e-food market since its origin is examined by analyzing the market composition over the years on the basis of the prevailing business models and market participants. For this purpose, all existing e-food business models in Germany were first identified and classified according to their own logic in order to be able to clearly differentiate the individual retailers from each other. The analysis shows an increasing degree of maturity of the e-food market and the first signs of incipient consolidation and strategic cooperation. These will be pushed even more strongly in the next few years due to strong growth and an enormous density of market participants. Currently, no "winning model" is recognizable. The market is large enough and growing strongly, so that there is currently still room for several different business models.
    Źródło:
    Współczesna Gospodarka; 2022, 13, 1 (37); 1-10
    2082-677X
    Pojawia się w:
    Współczesna Gospodarka
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-3 z 3

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