Internationalization of Pricing Strategy : A case study on 9-Ending Prices using by Thai and Swedish retailers

Sammanfattning: The purpose of this thesis is to evaluate the differences between 9-ending on promotion prices used by Thai retailers and Swedish retailers. The quantitative research approach is the chosen method in order to evaluate the differences between 9-ending on promotion prices used by Thai retailers and Swedish retailers. The collection of data will be mainly concentrated on primary data through brochures from retailers in both countries. Evaluation of the price endings for advertised products in the brochures from Thai and Swedish retailers founded the distinctions between the use of 9-ending prices in many ways such as the way the retailers used left and right digits for price endings, the way they set the prices compared between the same product category and the same product sub-category.