Zusammenfassung
Das Preismanagement steht in Zeiten hoher Wettbewerbsintensität vor der Herausforderung, möglichst viele Konsumenten mit preislich attraktiven Angeboten anzusprechen, ohne Konsumenten mit stark wechselnden Preisen zu verunsichern. Die Konsequenzen einer als unfair wahrgenommenen Preisgestaltung sind nicht zu unterschätzen. Preislich verunsicherte Konsumenten kaufen weniger ein und wechseln langfristig zur Konkurrenz. Das Management von Preisreduktionen und somit das Erwecken fairer Preise hilft, Umsatz- und Ertragseinbrüche zu reduzieren. Die Sicherstellung der Preisfairness mit all ihren Facetten ist somit für den Handel von hoher Bedeutung.
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Rudolph, T., Kleinschrodt, A. Preisfairness im handel: Ein konzeptioneller überblick. Mark Rev St. Gallen 24, 40–44 (2007). https://doi.org/10.1007/BF03249176
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DOI: https://doi.org/10.1007/BF03249176