偏好作为单价计量单位效应的决定因素

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-11-22 DOI:10.1177/14707853221140757
Martin Ohlwein
{"title":"偏好作为单价计量单位效应的决定因素","authors":"Martin Ohlwein","doi":"10.1177/14707853221140757","DOIUrl":null,"url":null,"abstract":"The extent to which alternative measurement units affect consumer behaviour is the subject of a handful of studies, which, however, measure this effect at an aggregate level. This presents a gap in that it is of great importance for marketing practice to understand whether the observed effect applies to all consumers to a similar extent. Investigating the product category bottled beer and applying an importance-focused post hoc segmentation, it is discovered that no measurement-unit effect occurs for brand-oriented customers. The unit of measurement in which a unit price is indicated substantially influences the preference structure for only one in five respondents. Both strategic and operational decisions with regard to unit prices should therefore not be based on an averaged market view, but on a segment-specific perspective.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Preferences as a Determinant of the Measurement-Unit Effect for Unit Prices\",\"authors\":\"Martin Ohlwein\",\"doi\":\"10.1177/14707853221140757\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The extent to which alternative measurement units affect consumer behaviour is the subject of a handful of studies, which, however, measure this effect at an aggregate level. This presents a gap in that it is of great importance for marketing practice to understand whether the observed effect applies to all consumers to a similar extent. Investigating the product category bottled beer and applying an importance-focused post hoc segmentation, it is discovered that no measurement-unit effect occurs for brand-oriented customers. The unit of measurement in which a unit price is indicated substantially influences the preference structure for only one in five respondents. Both strategic and operational decisions with regard to unit prices should therefore not be based on an averaged market view, but on a segment-specific perspective.\",\"PeriodicalId\":47641,\"journal\":{\"name\":\"International Journal of Market Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.4000,\"publicationDate\":\"2022-11-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Market Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/14707853221140757\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Market Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14707853221140757","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1

摘要

替代测量单位对消费者行为的影响程度是少数研究的主题,然而,这些研究在总体水平上测量了这种影响。这就造成了一个差距,因为了解观察到的效果是否在类似程度上适用于所有消费者,对营销实践来说非常重要。通过对瓶装啤酒产品类别的调查,并应用注重重要性的事后细分,发现面向品牌的客户不存在计量单位效应。只有五分之一的受访者对单价的衡量单位有很大影响。因此,有关单价的战略和运营决策都不应基于平均市场观点,而应基于特定细分市场的观点。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Preferences as a Determinant of the Measurement-Unit Effect for Unit Prices
The extent to which alternative measurement units affect consumer behaviour is the subject of a handful of studies, which, however, measure this effect at an aggregate level. This presents a gap in that it is of great importance for marketing practice to understand whether the observed effect applies to all consumers to a similar extent. Investigating the product category bottled beer and applying an importance-focused post hoc segmentation, it is discovered that no measurement-unit effect occurs for brand-oriented customers. The unit of measurement in which a unit price is indicated substantially influences the preference structure for only one in five respondents. Both strategic and operational decisions with regard to unit prices should therefore not be based on an averaged market view, but on a segment-specific perspective.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
期刊最新文献
Examining stated improvement research methods Marketing Outcomes and Shareholder Value: A Review and Research Agenda Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis Machine learning based methods for ratemaking health care insurance When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1