La comunicazione della convenienza nelle imprese commerciali

Increasing intensity of price competition in grocery retailing generates changes in communication strategies. It can be observed the increasing communication of price promotions both out store and in store. Despite the changes in advertising contents it seems to persist a gap between real prices and perceived prices in supermarkets and hypermarket formats. This article presents the result of a research aimed at understanding the correlazion between the recent communication strategies and inflation perceived in grocery market. The results show how retailers invest more on price promotions rather than on price image communication.