Author(s) :

RAJKUMAR.M.

Volume/Issue :

Abstract :

This study examines the impact of pricing strategies on sales performance at Saravana Selvarathnam Retail Pvt. Ltd., a leading retail chain in South India. Focusing on strategies such as discount pricing, psychological pricing, and value-based pricing, the research aims to understand their influence on customer purchasing behavior and sales outcomes. A descriptive research design was employed, with data collected from 122 respondents through questionnaires. Frequency analysis revealed that a majority of customers perceive the store’s pricing as affordable and competitive, with discounts and promotional offers significantly influencing their purchasing decisions. Correlation and ANOVA analyses further identified relationships between pricing strategies and customer loyalty, transparency, and shopping frequency. The findings underscore the effectiveness of current pricing tactics while highlighting opportunities for optimization, such as dynamic pricing and enhanced loyalty programs. The study contributes to the broader understanding of pricing strategies in the retail sector, offering actionable insights for improving sales performance and customer satisfaction. Future research could explore long-term effects and comparative pricing models across different retail formats.

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