Consequences of the new reference price for multi-channel retailers after lockdown due to SARS-CoV-2

• Authors: Ilona Bondos , Marcin Lipowski

Title variants

PL

Konsekwencje nowej ceny odniesienia dla wielokanałowych detalistów po okresie lockdownu z powodu SARS-CoV-2

Abstracts

PL

Celem artykułu jest przedstawienie na podstawie wybranych psychologicznych teorii zachowań konsumentów istoty nowej ceny odniesienia w wielokanałowym środowisku po okresie lockdownu z powodu pandemii SARS-CoV-2. Różnicowanie cen w środowisku wielokanałowym jest opisane w literaturze przedmiotu. Autorzy niniejszego artykułu prezentują to zagadnienie w aktualnym kontekście - wskazują konsekwencje z zakresu postrzegania cen wywołane nieplanowanym i czasowym zamknięciem sklepów stacjonarnych w okresie pandemii. Wymuszona migracja klientów do środowiska online ma dla detalistów wielokanałowych zarówno bieżące jak i długoterminowe konsekwencje. Autorzy zaproponowali koncepcyjne podejście do procesu kształtowania nowej ceny referencyjnej podczas pandemii. Przedstawili też implikacje praktyczne i teoretyczne poruszanych w artykule zagadnień.

EN

The article aims to present, based on the psychological theories of consumer behaviour, the essence of a new reference price in a multichannel retail environment after lockdown due to SARS-CoV-2. Multichannel pricing is well explained in the literature; in this article authors wanted to present this issue in an actual context - they indicated the consequences in the area of price perception due to the unplanned and temporary elimination of the brick-and-mortar stores. The forced customer migration to the online environment, caused by the lockdown, has current consequences for multichannel retailers as well as long-term consequences. Authors proposed a conceptual approach to the process of shaping a new reference price during the pandemic. Some practical and theoretical implications have been also provided.

Keywords

EN

reference price; price differentiation; price communications; multichannel sales

PL

cena odniesienia; różnicowanie cen; komunikowanie cen; sprzedaż wielokanałowa

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2022
• Issue: 2
• Pages: 26-33

Dates

published

2022

Contributors

author

Ilona Bondos

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

• https://orcid.org/0000000297598517

author

Marcin Lipowski

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

• https://orcid.org/0000000173185286

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Identifiers

DOI

10.33226/1231-7853.2022.2.3

Biblioteka Nauki

10073145