Winners and Losers in a Major Price War Author(s): Harald J. van Heerde, Els Gijsbrechts and Koen Pauwels Source: Journal of Marketing Research, Vol. 45, No. 5 (Oct., 2008), pp. 499-518 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/20618839 . Accessed: 26/10/2014 04:38 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact
[email protected]. American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research. http://www.jstor.org This content downloaded from 88.255.245.252 on Sun, 26 Oct 2014 04:38:26 AM All use subject to JSTOR Terms and Conditions HARALD J.VAN HEERDE, ELS GIJSBRECHTS, and KOEN PAUWELS* Although retail price wars have received much business press and some research attention, it is unclear how they affect consumer purchase behavior. This article studies an unprecedented price war in Dutch grocery retailing that started in fall 2003, initiated by the market leader to halt its sliding market share. The authors investigate the short- and long term effects of the price war on store visits, on spending, and on the sensitivity of these decisions to weekly prices and price image.