Price Promotions In Latin American Retailing: They Don't Seem To Work

Certain techniques retailers have long used to persuade their customers that they offer good value - frequent discounts, two-for-one deals, and other promotions - have limited effectiveness in Latin America. Far more important are factors that have also come to the fore in developed markets: the price of products that shoppers buy regularly, for example, and whether a store has a broad range of goods at different price and quality levels in key categories.