Investigating The Pricing Strategies of Grocery Food Retailers in Shopping Malls

Abstract Book of the 14th International Conference on Opportunities and Challenges in Management, Economics and Accounting

Year: 2026

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Investigating The Pricing Strategies of Grocery Food Retailers in Shopping Malls

Sipho Makgopa

ABSTRACT:

The research objective of the study was to investigate the price strategies of grocery food retailers operating in shopping malls in the fourth industrial revolution era (4IR). A qualitative research design was implemented, employing semi-structured interviews with marketing personnel to examine the pricing strategies of grocery food retailers operating in the shopping malls. The study makes significant contribution to theoretical literature by adopting complex adaptive systems theory to demonstrate the dynamic, interdependent, and emergent behaviours exhibited by grocery food retailers operating in Township economy. The findings reveal that pricing strategies are heterogeneous and play a pivotal role in retailers’ competitive positioning. Retailers relied on a range of psychological pricing techniques, including odd pricing to evoke perceptions of affordability, as well as bundle pricing strategies that offered value-oriented product combinations at discounted prices. In addition, promotional pricing instruments—such as temporary price reductions, limited-duration offers, and loyalty-based reward programmes—were extensively employed to stimulate demand and foster customer retention. Based on these insights, the study formulates practical recommendations for grocery food retailers and outlines directions for future research.

Keywords: Content Analysis, Grocery Food Retailers, Loyalty Programme, Pricing Strategy, Township Economy