Consumers' preference for downsizing over package price increases

IF 1.2 4区 管理学 Q3 ECONOMICS Journal of Economics & Management Strategy Pub Date : 2023-06-15 DOI:10.1111/jems.12548
In Kyung Kim
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Abstract

In this paper, I study how and why consumers react differently to package downsizing and package price increases that result in the same degree of unit price increases. Utilizing differential responses of South Korean milk manufacturers to the production cost rise in 2018, I first show that consumers strongly prefer downsizing to package price increases, and this tendency does not diminish over time. Then, I develop a theoretical model whose prediction is consistent with the empirical findings, providing a simple but novel explanation of why fully informed consumers would be less sensitive to downsizing than package price increases.

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消费者倾向于精简而非包装价格上涨
在本文中,我研究了消费者如何以及为什么对导致相同程度的单位价格上涨的包装缩小和包装价格上涨有不同的反应。利用韩国牛奶制造商对2018年生产成本上涨的不同反应,我首先表明,消费者强烈倾向于缩小规模,而不是包装价格上涨,而且这种趋势不会随着时间的推移而减弱。然后,我开发了一个理论模型,其预测与实证结果一致,提供了一个简单而新颖的解释,解释了为什么充分知情的消费者对缩小规模的敏感度低于包装价格上涨。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.20
自引率
5.30%
发文量
43
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