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首页> 外文期刊>Journal of consumer policy >Usage-Based versus Measure-Based Unit Pricing: Is there a Better Index of Value?
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Usage-Based versus Measure-Based Unit Pricing: Is there a Better Index of Value?

机译：基于使用量与基于度量的单位定价：是否有更好的价值指数？

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摘要

In many product categories, unit prices facilitate price comparisons across brands and package sizes; this enables consumers to identify those products that provide the greatest value. However in other product categories, unit prices may be confusing. This is because there are two types of unit pricing, measure-based and usage-based. Measure-based unit prices are what the name implies; price is expressed in cents or dollars per unit of measure (e.g., ounce). Usage-based unit prices, on the other hand, are expressed in terms of cents or dollars per use (e.g., wash load or serving). The results of this study show that in two different product categories (i.e., laundry detergent and dry breakfast cereal), measure-based unit prices reduced consumers' ability to identify higher value products, but when a usage-based unit price was provided, their ability to identify product value was increased. When provided with both a measure-based and a usage-based unit price, respondents did not perform as well as when they were provided only a usage-based unit price, additional evidence that the measure-based unit price hindered consumers' comparisons. Finally, the presence of two potential moderators, education about the meaning of the two measures and having to rank order the options in the choice set in terms of value before choosing, did not eliminate these effects.
机译：在许多产品类别中，单价可促进跨品牌和包装尺寸的价格比较；这使消费者能够识别出提供最大价值的产品。但是，在其他产品类别中，单价可能会造成混淆。这是因为有两种类型的单价，基于度量和基于使用。基于度量的单价是名称的含义；价格以每度量单位（例如盎司）的美分或美元表示。另一方面，基于使用量的单价以每次使用的美分或美元表示（例如，洗涤量或份量）。这项研究的结果表明，在两种不同的产品类别（即洗衣粉和干早餐谷物）中，基于计量的单价降低了消费者识别高价值产品的能力，但是当提供基于使用量的单价时，识别产品价值的能力得到提高。当同时提供基于度量的单价和基于使用的单价时，被调查者的表现不如仅提供基于使用的单价时更好，这表明基于度量的单价阻碍了消费者的比较。最后，两个潜在的调节者的存在，关于这两种方法含义的教育以及必须在选择之前根据价值对选择集中的选项进行排序，并不能消除这些影响。

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