Pricing and Advertising Practices in Small Retail Businesses

John H. Jackson, Douglass K. Hawes and Frank M. Hertel

Entrepreneurship Theory and Practice, 1979, vol. 4, issue 2, 22-34

Abstract: The literature on small business pricing and advertising practices is nearly nonexistant. Most articles are quite prescriptive in nature. Yet, without an understanding of actual practice, it is difficult to know what specifically to prescribe, particularly in an educational context. The study reported here focused on one form of truly small business — the tourist oriented gift or souvenir shop. A statewide mail survey found that approximately 86 percent of the sample ignored or deemphasized demand factors in setting prices. Additionally, while 88 percent of the respondents used some form of advertising, no single medium was overwhelmingly preferred.

Date: 1979
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Persistent link: https://EconPapers.repec.org/RePEc:sae:entthe:v:4:y:1979:i:2:p:22-34

DOI: 10.1177/104225877900400203

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