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Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.

Data were collected from the direct observation of the supermarket shelves of nine frequent purchase product categories in several hypermarkets and discount stores. Diverse statistical analyses were applied to these picked up data, such as mean comparisons, ANOVA and correspondence analysis.

The article concludes that the hypermarkets tend to have higher mean prices, and use promotional tools more profusely than the discount stores.

For future research, it would be very important to examine consumer price evaluations based on a theoretical approach in the same formats, and in this way consumer reactions to price changes could be understood. Also, examining the cross‐country …