Journal article
Poor performance of retail during Christmas season: A case for changing price promotions
Pricing strategy & practice, Vol.4(2)
01 Jan 1996
Abstract
This article reflects that Christmas shopping is a source of anxiety for shoppers as well as retailers. The paper analyzes consumer behavior responsible for the poor performance of certain retailers during the 1995 Christmas season. Using empirical results from past research on the effects of anxiety on human judgment, recommendations about the price promotion strategies to be followed by retailers during the Christmas season are provided. The article argues that fierce promotional activity during the Christmas season definitely helps increase sales at some stores but causes much anguish to other retailers as well as consumers. It is suggested that the high price image stores should continue using intense promotional activities while the low price image stores should devise means to reduce consumers' anxiety during the Christmas season.
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Details
- Title
- Poor performance of retail during Christmas season: A case for changing price promotions
- Creators
- Rajneesh Suri
- Publication Details
- Pricing strategy & practice, Vol.4(2)
- Publisher
- Emerald Group Publishing Limited
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848614204721