PRICING IN RETAIL INDUSTRY AND CASE STUDY ON PRICING

Abstract

In this thesis study; primary aim is to define Pricing. After an overview of retail, retailing and retailer terms; retailing store concept, functions, types of the sector and classification are stated. Financial management of the stores and bigger organizations are expressed. Besides, it is mentioned about the situation in Turkey and the world. After this necessary information, ‘pricing' is being defined and analyzed. Obviously pricing topic is the core of the retail industry, also this study. Its methods are defined in detail to understand the retail sector's messy and complicated structure. In order to support the literature review, semi conducted in-depth interviews with the managers about the pricing strategies of the company is implemented. All the elements of the sector have direct relations with prices, and it is affecting both producers, retailers, consumers and the market. Findings are compared with textile retail sector's general results. According to the data, strategies and policies of textile retail sector firms on pricing are analyzed, and solutions about problem areas are described. Following the interviews and findings, it is seen that pricing is determined by many factors. But the study shows that Beymen’s pricing strategy concentrates on Brand Value.