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

摘要

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.