The market structure of the food retailing industry has evolved to one which is comprised of numerous types of outlets, each using different basic strategies for doing business. A field experiment was implemented in stores which were assumed to operate with strategically opposite marketing philosophies. Results demonstrate that when prices were either raised or lowered, the sales in the stores that use "low pricing" as a core strategy were affected more than the stores which use a strategy other than low price. A survey conducted in the test stores shows that the shopping profiles of the customers in both store types differ. Statistically significant differences between the two customer groups as to ideal store attributes desired, lifestyles (A.I.O.'s) and demographics were determined. The results yield important implications for theory, methodology and for managers in all levels of the distribution channel.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:QMM.68671 |
| Date | January 1982 |
| Creators | Litvack, David S. |
| Publisher | McGill University |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Format | application/pdf |
| Coverage | Doctor of Philosophy (Faculty of Management) |
| Rights | All items in eScholarship@McGill are protected by copyright with all rights reserved unless otherwise indicated. |
| Relation | alephsysno: 000153290, proquestno: AAINK61003, Theses scanned by UMI/ProQuest. |
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