Unit Pricing
Empirical Investigations of its Influences at the Product and Retailer Levels
(Sprache: Englisch)
With a series of experiments,Lena Himbert highlights theinfluence of the unit price's unit of measure on the consumer's price-levelperception and quality perception. Furthermore, this thesis shows that the unitprice availability and prominence influences...
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With a series of experiments,Lena Himbert highlights theinfluence of the unit price's unit of measure on the consumer's price-levelperception and quality perception. Furthermore, this thesis shows that the unitprice availability and prominence influences the consumer's store price image. Whenshopping for pre-packaged products, consumers are offered a variety of productand price information at the point of purchase. The unit price represents priceinformation given to the consumer for which the factor package size is removedand thereby lowers the information load for consumers in the shoppingsituation. However, retailers have considerable leeway concerning the unitprice format. Aspects that can be varied are for example the unit of measure(e.g., price per kg vs price per 100 g) or font size. There is little to noprevious research that gives advice to retailers how they should indicate theunit price on the price label.
Inhaltsverzeichnis zu „Unit Pricing “
Categorization andReview of Unit Price Research.- Legislation and theImportance of Unit Prices in the Marketplace.- Experiments addressingthe influence of unit prices on product level an on retailer level.
Autoren-Porträt von Lena Himbert
Lena Himbert holds aPhD of the University of Kaiserslautern (Advisor: Prof.Dr. Stefan Roth). She worksas a consultant for a global management consulting firm focusing on pricing,sales and marketing.
Bibliographische Angaben
- Autor: Lena Himbert
- 2016, 1st ed. 2016, 300 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 3658134755
- ISBN-13: 9783658134754
- Erscheinungsdatum: 17.05.2016
Sprache:
Englisch
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