The Impact of Pricing as a Part of Marketing Strategy to Attract Customers: A Case Study of Walmart, UK

Harvard, 12000 Words


This study was conducted on the pricing strategy of Walmart in order to attract customers and grow the market share. Here, many pricing strategies are provided in this study to follow. The effect of pricing of Walmart has shown below. Here, 50 customers are taken for making a sample. A primary survey was conducted on the customers of Walmart by taking 50 customers on the matter of pricing strategy’s influence. The research obtained that customers are attracting by the pricing. However, in some case of pricing are dissatisfied. A level of customers’ dissatisfaction is obtained. The sale of Walmart is very high. Therefore, the research contained that the pricing strategy of Walmart that need to improve to attract customers more and increase the market share. Here, through various calculation and measurement, the effective analysis of the collected data is shown.


Table of Contents

Chapter 1: Introduction

1.1 Background of the study:

1.2 Rationale for the study

1.3 Aim of the study

1.4 Research objectives

1.5 Research questions

1.6 Scope of the research

1.7 Brief introduction to Walmart Stores Inc.

CHAPTER 2: Literature Review

2.1 Definition and Characteristics of pricing

2.2 Pricing strategy

2.3 Market based pricing

2.4 Competitive pricing

2.5 Value based pricing

2.6 Price skimming

2.7 Customized price

2.8 Segment based pricing

2.9 Experience curve pricing

2.10 Bundled pricing

2.11 Product line pricing

2.12 Optional product pricing

2.13 Captive product pricing

2.14 Customer value

2.15 Conceptual framework

Chapter 3: Research Methodology

3.1 Research philosophy

Selected research philosophy:

3.2 Research methods

Selected approach:

3.3 Type of investigation

Selected research design:

3.4 Research strategy

Selected strategy:

3.5 Data sources

3.6 Data collection methods

Selected data collection technique:

3.7 Sampling method

Selected sampling method:

3.8 Accessibility issues

3.9 Ethical issues

3.10 Data analysis and presentation process

Selected data analysis method:

3.11 Limitations of the study

3.12 Timetable

3.13 Conclusion

Chapter 4: Results and Analysis

4.1 Analysis and Findings

4.2 Data analysis

4.3 Data collected area

4.4 Analysis of the questionnaire survey

4.4.1 The effectiveness of the new pricing strategy in UK

4.4.2 Growing concern in the pricing strategy

4.4.3 The impact of tightening the pricing strategy

4.4.4 The level of customer satisfaction

4.4.5 The issue concerning the organizational proposition

4.6 Regression analysis

4.6.1 Co-efficient:

4.6.2 Hypothesis Testing:

4.6.3 Model Summary:

5.0 Discussion

6.0 Conclusion and Recommendations

6.1 Conclusion

6.2 Recommendations

7.0 References

Appendix – A

Appendix – B