Różnicowanie cen w handlu wielokanałowym - wyzwanie wizerunkowe

• Autorzy: Ilona Bondos

Warianty tytułu

Price Differentiation in the Multi-Channel Trade - the Image Challenge

• Języki publikacji: PL

Abstrakty

Upowszechnienie dostępu do Internetu stworzyło szanse uruchomienia sprzedaży wielokanałowej, kolejnym krokiem było dostosowanie polityki cenowej do strategii dystrybucji - międzykanałowe różnicowanie cen (channel-based price differentiation). Celem rozważań jest przedstawienie praktyki różnicowania cen w warunkach sprzedaży wielokanałowej przez pryzmat konsekwencji wizerunkowych mogących prowadzić do niekorzystnych zmian w zachowaniu zakupowym konsumenta. W artykule dokonano przeglądu literatury dotyczącej rezultatów dyskryminacji cenowej w kanałach. Zidentyfikowano również uwarunkowania wizerunkowych konsekwencji międzykanałowego różnicowania cen. W podsumowaniu zdefiniowano kilka praktycznych implikacji dla oferentów. Artykuł ma charakter koncepcyjny. (abstrakt oryginalny)

EN

Dissemination of the access to the Internet had created chances to launch multichannel sales; the next step was to adopt the pricing policy to the distribution strategy - channel-based price differentiation. An aim of considerations is to present the practice of price differentiation under the conditions of multi-channel sales through the prism of image consequences which may lead to unfavourable changes in consumer's purchasing behaviour. In her article, the author review the literature related to results of price discrimination in channels. She also identified determinants of image consequences of channel-based price differentiation. Summing up her consideration, the author defined several practical implications for offerers. The article is of the conceptual nature. (original abstract)

Słowa kluczowe

PL

Ceny; Polityka cenowa; Psychologia postrzegania; Psychologia konsumenta; Handel

EN

Prices; Pricing policy; Psychology of perception; Consumer psychology; Trade

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2016
• Numer: nr 5
• Strony: 17--26

Twórcy

autor

Ilona Bondos

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

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