Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa

Ateba Benedict Belobo; Hein Johannes Prinsloo

doi:doi:10.11648/j.ijber.20140306.11

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Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa

Ateba Benedict Belobo, Hein Johannes Prinsloo

Published in International Journal of Business and Economics Research (Volume 3, Issue 6)

Received: 17 September 2014 Accepted: 5 October 2014 Published: 18 November 2014

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Abstract

This paper propped up as a result of the lack of awareness on the role of pricing in market share gain or loss among retailers in general. The empirical focus of the study was at the Ngaka Modiri Molema district in the North-West province of South Africa. The researcher saw that the identified problem negatively affected the profits of retailers in the Ngaka Modiri Molema district. Thus, there was need to carry out this study in order to improve the awareness level of the role pricing has in market share gain or loss among Ngaka Modiri Molema retailers. It was also aimed at developing a pricing decision support system that can assist Ngaka Modiri Molema retailers in pricing decision making. The study was performed on 11 selected items commonly available in the database from the three largest supermarkets in the fast consumer goods retail sector at the Ngaka Modiri Molema district (Pick n Pay, Spar and Shoprite supermarkets). A panel data technique was used in determining the outcomes of this paper. The study revealed that pricing play a major role in market share gain or loss among Ngaka Modiri Molema retailers. Hence, there is need to increase retailers awareness with regards to the mentioned finding. Practical recommendations were made and a pricing decision support system was developed to assist Ngaka Modiri Molema retailers.

Published in	International Journal of Business and Economics Research (Volume 3, Issue 6)
DOI	10.11648/j.ijber.20140306.11
Page(s)	196-210
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2014. Published by Science Publishing Group

Keywords

Marketing Mix, Pricing, Market Share, Fast Consumer Goods, Retailing

References

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APA Style

Ateba Benedict Belobo, Hein Johannes Prinsloo. (2014). Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa. International Journal of Business and Economics Research, 3(6), 196-210. https://doi.org/10.11648/j.ijber.20140306.11

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ACS Style

Ateba Benedict Belobo; Hein Johannes Prinsloo. Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa. Int. J. Bus. Econ. Res. 2014, 3(6), 196-210. doi: 10.11648/j.ijber.20140306.11

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AMA Style

Ateba Benedict Belobo, Hein Johannes Prinsloo. Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa. Int J Bus Econ Res. 2014;3(6):196-210. doi: 10.11648/j.ijber.20140306.11

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@article{10.11648/j.ijber.20140306.11,
  author = {Ateba Benedict Belobo and Hein Johannes Prinsloo},
  title = {Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa},
  journal = {International Journal of Business and Economics Research},
  volume = {3},
  number = {6},
  pages = {196-210},
  doi = {10.11648/j.ijber.20140306.11},
  url = {https://doi.org/10.11648/j.ijber.20140306.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20140306.11},
  abstract = {This paper propped up as a result of the lack of awareness on the role of pricing in market share gain or loss among retailers in general. The empirical focus of the study was at the Ngaka Modiri Molema district in the North-West province of South Africa. The researcher saw that the identified problem negatively affected the profits of retailers in the Ngaka Modiri Molema district. Thus, there was need to carry out this study in order to improve the awareness level of the role pricing has in market share gain or loss among Ngaka Modiri Molema retailers. It was also aimed at developing a pricing decision support system that can assist Ngaka Modiri Molema retailers in pricing decision making. The study was performed on 11 selected items commonly available in the database from the three largest supermarkets in the fast consumer goods retail sector at the Ngaka Modiri Molema district (Pick n Pay, Spar and Shoprite supermarkets). A panel data technique was used in determining the outcomes of this paper. The study revealed that pricing play a major role in market share gain or loss among Ngaka Modiri Molema retailers. Hence, there is need to increase retailers awareness with regards to the mentioned finding. Practical recommendations were made and a pricing decision support system was developed to assist Ngaka Modiri Molema retailers.},
 year = {2014}
}

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TY  - JOUR
T1  - Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa
AU  - Ateba Benedict Belobo
AU  - Hein Johannes Prinsloo
Y1  - 2014/11/18
PY  - 2014
N1  - https://doi.org/10.11648/j.ijber.20140306.11
DO  - 10.11648/j.ijber.20140306.11
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 196
EP  - 210
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20140306.11
AB  - This paper propped up as a result of the lack of awareness on the role of pricing in market share gain or loss among retailers in general. The empirical focus of the study was at the Ngaka Modiri Molema district in the North-West province of South Africa. The researcher saw that the identified problem negatively affected the profits of retailers in the Ngaka Modiri Molema district. Thus, there was need to carry out this study in order to improve the awareness level of the role pricing has in market share gain or loss among Ngaka Modiri Molema retailers. It was also aimed at developing a pricing decision support system that can assist Ngaka Modiri Molema retailers in pricing decision making. The study was performed on 11 selected items commonly available in the database from the three largest supermarkets in the fast consumer goods retail sector at the Ngaka Modiri Molema district (Pick n Pay, Spar and Shoprite supermarkets). A panel data technique was used in determining the outcomes of this paper. The study revealed that pricing play a major role in market share gain or loss among Ngaka Modiri Molema retailers. Hence, there is need to increase retailers awareness with regards to the mentioned finding. Practical recommendations were made and a pricing decision support system was developed to assist Ngaka Modiri Molema retailers.
VL  - 3
IS  - 6
ER  -

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Author Information

Ateba Benedict Belobo

School of Management Sciences, North-West University, Mafikeng Campus, South Africa
Hein Johannes Prinsloo

School of Management Sciences, North-West University, Mafikeng Campus, South Africa

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APA Style

Ateba Benedict Belobo, Hein Johannes Prinsloo. (2014). Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa. International Journal of Business and Economics Research, 3(6), 196-210. https://doi.org/10.11648/j.ijber.20140306.11

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ACS Style

Ateba Benedict Belobo; Hein Johannes Prinsloo. Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa. Int. J. Bus. Econ. Res. 2014, 3(6), 196-210. doi: 10.11648/j.ijber.20140306.11

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AMA Style

Ateba Benedict Belobo, Hein Johannes Prinsloo. Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa. Int J Bus Econ Res. 2014;3(6):196-210. doi: 10.11648/j.ijber.20140306.11

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@article{10.11648/j.ijber.20140306.11,
  author = {Ateba Benedict Belobo and Hein Johannes Prinsloo},
  title = {Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa},
  journal = {International Journal of Business and Economics Research},
  volume = {3},
  number = {6},
  pages = {196-210},
  doi = {10.11648/j.ijber.20140306.11},
  url = {https://doi.org/10.11648/j.ijber.20140306.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20140306.11},
  abstract = {This paper propped up as a result of the lack of awareness on the role of pricing in market share gain or loss among retailers in general. The empirical focus of the study was at the Ngaka Modiri Molema district in the North-West province of South Africa. The researcher saw that the identified problem negatively affected the profits of retailers in the Ngaka Modiri Molema district. Thus, there was need to carry out this study in order to improve the awareness level of the role pricing has in market share gain or loss among Ngaka Modiri Molema retailers. It was also aimed at developing a pricing decision support system that can assist Ngaka Modiri Molema retailers in pricing decision making. The study was performed on 11 selected items commonly available in the database from the three largest supermarkets in the fast consumer goods retail sector at the Ngaka Modiri Molema district (Pick n Pay, Spar and Shoprite supermarkets). A panel data technique was used in determining the outcomes of this paper. The study revealed that pricing play a major role in market share gain or loss among Ngaka Modiri Molema retailers. Hence, there is need to increase retailers awareness with regards to the mentioned finding. Practical recommendations were made and a pricing decision support system was developed to assist Ngaka Modiri Molema retailers.},
 year = {2014}
}

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TY  - JOUR
T1  - Pricing as a Marketing Mix Element: Investigating its Effect on Market Share for Supermarkets in the Ngaka Modiri Molema District of the North West Province of South Africa
AU  - Ateba Benedict Belobo
AU  - Hein Johannes Prinsloo
Y1  - 2014/11/18
PY  - 2014
N1  - https://doi.org/10.11648/j.ijber.20140306.11
DO  - 10.11648/j.ijber.20140306.11
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 196
EP  - 210
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20140306.11
AB  - This paper propped up as a result of the lack of awareness on the role of pricing in market share gain or loss among retailers in general. The empirical focus of the study was at the Ngaka Modiri Molema district in the North-West province of South Africa. The researcher saw that the identified problem negatively affected the profits of retailers in the Ngaka Modiri Molema district. Thus, there was need to carry out this study in order to improve the awareness level of the role pricing has in market share gain or loss among Ngaka Modiri Molema retailers. It was also aimed at developing a pricing decision support system that can assist Ngaka Modiri Molema retailers in pricing decision making. The study was performed on 11 selected items commonly available in the database from the three largest supermarkets in the fast consumer goods retail sector at the Ngaka Modiri Molema district (Pick n Pay, Spar and Shoprite supermarkets). A panel data technique was used in determining the outcomes of this paper. The study revealed that pricing play a major role in market share gain or loss among Ngaka Modiri Molema retailers. Hence, there is need to increase retailers awareness with regards to the mentioned finding. Practical recommendations were made and a pricing decision support system was developed to assist Ngaka Modiri Molema retailers.
VL  - 3
IS  - 6
ER  -

Copy | Download