Intuitive pricing by independent store managers: Challenging beliefs and practices

Sabine Benoit*, Mario Kienzler, Christian Kowalkowski

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

10 Citations (Scopus)


Independent store managers—who constitute a substantial portion of the retailing sector—often have limited resources with which to practice the formalized, data-driven pricing processes prescribed in the literature. On that basis, this article addresses how independent convenience store managers arrive at prices and whether their practices are effective. To begin with, 33 interviews with independent convenience store managers identified six common beliefs and ten practices underlying managers’ intuitive decision making. Based on point-of-sale survey data from 1,504 customers of two convenience store chains at petrol stations, a second study compared market-oriented managerial beliefs with actual customer price perceptions and buying behaviors. The combined insights from these studies reveal that managers base their pricing decisions on beliefs that are only partially accurate and suggests how managers might benefit by altering their price-setting practices.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)70-84
Publication statusPublished - 07.2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • pricing
  • convenience stores
  • intuition
  • buying behavior
  • multi-method research


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