Related Study (Research Paper)

Author (s) name: NIKOLA PEROVIC

Date Published: June (2014)
Title of the Source: PSYCHOLOGICAL PRICING IN THE MODERN RETAIL: CASE OF THE WINE SECTOR IN
HARD-DISCOUNTER CHAINS OF RUSSIA
Place Published: Russia
Publisher/Website: https://www.researchgate.net/publication/284338548
Narrative Report

Statement of the Problem: The main goal of this paper is to show if it is possible to find a modern retail
chain in one of the world largest economies that uses exclusively psychological pricing, as a dominant
competitive advantage, in order to predominantly direct consumer behavior.

Subject of the Study: The subject of the study involves five stores that were randomly chosen from
every of four retail chains belonging to the type of hard-discounters in Russia.

Materials and Methods: In order to analyze different retail chains belonging to so call hard-discounters
in Russian Federation a method of observation was utilized and one sector was chosen in order to check
the hypothesis. Hard discounters are chosen since they use pricing strategies as the most important
element of marketing program, much more important than products, promotion or sales channel

Research Instrument: Questionnaires

Conclusion: The research concluded that that price innovation, as a source of competitive advantages
for modern companies, will be more utilized in the future.

Reference:

Perovic, Nikola. (2014). Wine consumer behavior and psychological pricing.

https://www.researchgate.net/publication/284338548