Pricing-to-market as an Example of Price Differentiation in European Markets

Piotr Misztal

doi:10.18778/1508-2008.28.09

Autor

Piotr Misztal Casimir Pulaski Radom University, Faculty of Economics and Finance, Radom, Poland https://orcid.org/0000-0003-2609-3439

DOI:

https://doi.org/10.18778/1508-2008.28.09

Słowa kluczowe:

pricing-to-market, strategia cenowa, różnicowanie cen

Abstrakt

Celem podjętych badań jest ocena stopnia stosowania strategii pricing-to-market (PTM) w wybranych krajach europejskich, ze szczególnym uwzględnieniem tego zjawiska w odniesieniu do określonych grup dóbr konsumpcyjnych.

W artykule wykorzystano przegląd literatury z zakresu makroekonomii i finansów międzynarodowych oraz metody statystyczne i ekonometryczne.

Wyniki przeprowadzonych badań potwierdziły występowanie zjawiska PTM w wybranych krajach europejskich, choć poziom tego zjawiska różnił się istotnie pomiędzy krajami. Wykazano dodatnią korelację pomiędzy poziomem PTM a poziomem rozwoju gospodarczego kraju. Najwyższy poziom PTM występował w przypadku dóbr konsumpcyjnych jednorodnych, a nie heterogenicznych.

Wyniki badań są niezwykle istotne, szczególnie z punktu widzenia firm międzynarodowych. Zrozumienie elastyczności popytu na różnych rynkach pomaga firmom ustalać ceny, które maksymalizują przychody. Ustalanie zbyt niskich lub zbyt wysokich cen może mieć wpływ na postrzeganie marki na rynku. Stosując strategię PTM, przedsiębiorstwa dążą do zrównoważenia rentowności z konkurencyjnością na rynku. Do chwili obecnej nie przeprowadzono kompleksowych badań nad zjawiskiem strategii pricing-to-market na rynkach europejskich. Tym samym niniejsze badanie wypełnia istniejącą lukę w tym obszarze, stanowiąc istotny wkład w badania empiryczne z zakresu strategii cenowych.

Pobrania

Brak dostępnych danych do wyświetlenia.

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