Abstract

In recent years, Italian retailers have invested in the control of competitive prices, by implementing a repositioning strategy of long-term pricing on many products. The repositioning strategy has been accompanied by increasing investment in the communication of price image. Despite the changes in advertising contents it seems to persist a gap between real prices and perceived prices in supermarket and hypermarket formats. The paper aims to understand, first, the importance of out of store and in store media for price communication and, secondly, to evaluate the effectiveness of out of store and in store communications in terms of its ability to evoke the price image of grocery retailers.