Issue 4, 2007

Gladkikh I. V., Svetlanova Zh. V., Svarinskaya T. Yu. Price Positioning of Retailers

In this paper the authors consider content, features and types of price positioning of retail companies with use of Value Map concept. Traditional research of company position in competitive environment expended to analysis of price-value consistency factor in the process of price positioning, possibilities of positioning out of value equivalence line and different understanding of company's pricing policy and strategy in the frame of price positioning process. On the base of research conducted by authors the paper considers the problem of perception by consumers of retailers' price level and factors influencing to perception (Saint-Petersburg seafood market).

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