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Mark-Down Pricing: The Study of an Indian Fashion Retailer

Author

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  • Saji K. Mathew

    (Indian Institute of Technology Madras, India)

  • Pratap Chandra Biswal

    (Management Development Institute, India)

Abstract

Discount sales have been increasing in Indian retailing due to the growing competition in the sector. In this research the authors analyze the data of a fashion retail store to study the effect of mark-down pricing on the sales. Their store level analysis shows that mark-downs have a positive impact on sales in an aggregate level. At a style level, however, some items showed a negative and significant effect on sales. This negative influence is explained by the predominant focus of the Store to attract high end customers characterized by conspicuous consumption.

Suggested Citation

  • Saji K. Mathew & Pratap Chandra Biswal, 2012. "Mark-Down Pricing: The Study of an Indian Fashion Retailer," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 4(3), pages 61-70, July.
    • Handle: RePEc:igg:jisss0:v:4:y:2012:i:3:p:61-70
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