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首页> 外文期刊>British Food Journal >Statistical techniques to facilitate the launch price of fresh fruit: Bringing science to the art of pricing
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Statistical techniques to facilitate the launch price of fresh fruit: Bringing science to the art of pricing

机译：促进新鲜水果上市价格的统计技术：将科学带入定价艺术

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Purpose - The launch of a new product into the marketplace involves substantial risk and management planning. Information and tools are required to efficiently test-market the product price, segment-based price, and competitive price benchmark. The traditional approach to pricing such products has been on a cost-plus basis with subsequent adjustments as sales develop. This paper aims to look at a more rigorous method using statistical analyses of survey data and is based on a case study of a company which seeks to differentiate itself by providing fresh cut fresh fruit of exceptional quality. Design/methodology/approach - The empirical research conducted involved surveys of sampling consumers in a regional centre (Rockhampton) and a capital city (Brisbane) in Queensland, Australia. The surveys involved a taste test, feedback on the product, questions on appearance and pricing options, and collection of socio-economic data. Further statistical tests were conducted to establish the price range for market launch in the two regions. Findings - The findings identify the key demographics of the sample, the price and the main product offering. The price for the cut fresh fruit should be set in the range $2.50 to $2.95 in order to maximise both volume sales and profitability. Originality/value - The study makes significant theoretical contributions to the literature and also identifies implications for managers. It provides good information for developing an appropriate marketing plan, identifying key demographics, reducing the risk of product failure and implementing strategies effectively, particularly with reference to the critical decision of a launch price.
机译：目的-将新产品投放市场需要大量风险和管理计划。需要信息和工具来有效地测试产品价格，基于细分市场的价格和具有竞争力的价格基准。对此类产品进行定价的传统方法是在成本加成的基础上进行的，随后会随着销售的增长进行调整。本文旨在通过对调查数据进行统计分析来寻找一种更严格的方法，并基于一家公司的案例研究，该公司力求通过提供品质卓越的鲜切鲜果来与众不同。设计/方法/方法-进行的实证研究涉及在澳大利亚昆士兰州的区域中心（Rockhampton）和省会城市（布里斯班）对抽样的消费者进行调查。调查涉及口味测试，产品反馈，外观和定价选项问题以及社会经济数据的收集。进行了进一步的统计检验，以确定两个地区的市场投放价格范围。调查结果-调查结果确定了样本的主要人口统计信息，价格和主要产品。切好的新鲜水果的价格应定在2.50美元至2.95美元之间，以使批量销售和获利最大化。原创性/价值-该研究为文献做出了重要的理论贡献，并确定了对管理者的意义。它为制定适当的营销计划，确定关键的人口统计信息，减少产品故障的风险以及有效地实施策略（尤其是参考发行价格的关键决定）提供了良好的信息。

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