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An analysis on the impact price skimming strategy on sales: A case study of Asda

Harvard, 12000 Words

Abstract

 

The purpose of the research is to explain the impact of different pricing strategies on overall marketing strategies of Asda UK. The research objectives are focused on the effectiveness of pricing strategies influence to improve outcomes from the marketing strategies  that can help the company to gain competitive advantages. The research is conducted with mixed research methods because both quantitative and qualitative research method is used. Both primary and secondary data collection techniques are applied in this study and some useful ethical considerations are maintained during the research. Thematic method of data analysis is used and purposing sampling technique is applied to gather the samples of the research. The customers and the managers of Asda UK are the target population of the research and the total sample size of the study is 55. Fifty customers of the company can attend in the questionnaire data collection process and other 5 marketing managers of the company share their opinion through the qualitative interview process. The result and findings of the research explain that Asda UK is using its competitive advantage which is different pricing strategies to gain the best outcome from the marketing strategies of the company. The benefits of the research are to show the efficacy of marketing strategy influenced by the pricing strategy in the retail industry. The effectiveness and promotion of pricing strategies, improved skills of marketing managers and increase in the sales of the company are useful recommendations developed through the research.

 

 

 

 

 

Table of Contents

Acknowledgement

Declaration

Abstract

1        Chapter – 1: Introduction

1.1       Introduction

1.2       Rationale of the Study

1.3       Aim and Objectives of the Study

1.4       Research Questions

1.5       Structure of the Study

1.6       Conclusion

2        Chapter – 2: Literature Review and Conceptual Framework

2.1       Introduction

2.2       Price

2.3       Price in two view

2.4       Roles of Pricing

2.5       Pricing Strategy

2.5.1        Penetration Pricing

2.5.2        Skimming Pricing

2.5.3        Competitive Pricing

2.5.4        Bundle Pricing

2.5.5        Product Line Pricing

2.5.6        Cost Based Pricing

2.5.7        Cost plus Pricing

2.5.8        Psychological Pricing

2.5.9        Premium Pricing

2.5.10     Optional Pricing

2.6       Consumer Buying Behavior

2.7       The Four Ps

2.8       Importance of Price

2.9       Pricing Strategy on overall Marketing Strategy

2.10         Conceptual Framework

2.10.1     Figure 1: Conceptual Framework

2.11         Conclusion

3        Chapter – 3: Research Methodology

3.1       Introduction

3.2       Research Philosophy

3.2.1        Selected Research philosophy

3.3       Research Onion

Figure 3.1: Research Onion for Methodology

3.4       Research Method

3.4.1        Quantitative Research Method

3.4.2        Qualitative Research Method

3.4.3        Mixed Research Method

3.5       Research Approaches

3.6       Research Design

3.6.1        Selected Research design

3.7       Data Collection Techniques

3.7.1        Secondary Data

3.7.2        Primary Data

3.7.3        Instruments of Data Collection

3.7.4        Selected data collection approach

3.8       Data Analysis Methods

3.9       Sampling Techniques and Sample Size

3.9.1        Selected samplings method

3.10         Limitations of the Methodology

3.11         Ethical Considerations

3.12         Conclusion

4        Chapter – 4: Findings and Analysis

4.1       Introduction

4.2       Analysis of the Questionnaire Survey

Table 4.1: Gender analysis of the participants

Figure 4.1: Gender analysis of the participants

Table 4.2: Age levels of the participants

Figure 4.2: Age levels of the participants

Table 4.4: Pricing oriented marketing strategy is effective in retail industry

Figure 4.4: Pricing oriented marketing strategy is effective in retail industry

Table 4.6: Asda UK follows a competitive pricing strategy to ensure sales growth

Figure 4.6: Asda UK follows a competitive pricing strategy to ensure sales growth

Table 4.7: Premium pricing strategy influences consumers’ brand loyalty

Figure 4.7: Premium pricing strategy influences consumers’ brand loyalty

Table 4.9: Competitive pricing based marketing strategy ensures strong brand image of Asda UK

Table 4.10: Marketing strategy influenced by pricing strategy is customer oriented

Figure 4.10: Marketing strategy influenced by pricing strategy is customer oriented

Table 4.11: Marketing strategy influenced by competitive pricing strategy gets          consumers’ word-of-mouth

Figure 4.11: Marketing strategy influenced by competitive pricing strategy gets          consumers’ word-of-mouth

4.3       Findings of the Qualitative Interview

4.4       Conclusion

5        Chapter – 5: Conclusion and Recommendations

5.1       Conclusion

5.2       Summary of the Objectives

5.3       Recommendations

5.4       Limitations of the Research and Further Scopes of the Study

6        References

7        Appendices