Manzur, Enrique; Olavarrieta, Sergio; Hidalgo‐Campos, … - In: Academia Revista Latinoamericana de Administración 26 (2013) 3, pp. 356-372
Purpose The purpose of this paper is to examine two popular price promotion strategies – price matching guarantees (PMGs) and everyday low prices (EDLP) – and their effects on Chilean consumer behavior in terms of consumer perceptions of low prices, search behavior and purchase intention....