Unit Pricing Empirical Investigations of its Influences at the Prod
With a series of experiments, Lena Himbert highlights the influence of the unit price’s unit of measure on the consumer’s price-level perception and quality perception. Furthermore, this thesis shows that the unit price availability and prominence influen
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Unit Pricing Empirical Investigations of its Influences at the Product and Retailer Levels
Unit Pricing
Lena Himbert
Unit Pricing Empirical Investigations of its Influences at the Product and Retailer Levels With a foreword by Prof. Dr. Stefan Roth
Lena Himbert Kaiserslautern, Germany Dissertation Technische Universität Kaiserslautern, 2015
ISBN 978-3-658-13475-4 ISBN 978-3-658-13476-1 (eBook) DOI 10.1007/978-3-658-13476-1 Library of Congress Control Number: 2016939260 © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer Gabler imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH
Foreword In addition to the product price, retailers have to indicate the unit price for prepackaged products. For liquid products, the unit price has to be stated as price per hundred milliliters, or price per liter, and for other products as price per hundred grams, or per kilogram. However, although these requirements are binding, retailers have numerous possibilities to influence the indication and presentation of the unit price. For example, there are exemptions for small retailers from unit pricing and retailers can indicate unit prices for small package sizes as price per hundred milliliters or hundred grams, while for larger package sizes the unit price has to be indicated as price per liter or kilogram. With the introduction of unit pricing in the marketplace, research also focused on the indication and presentation of unit price information. In the beginning, this stream of research focused on the question, whether consumers are aware of unit prices and whether consumers take unit prices into consideration when shopping. However, until today there is no sufficient investigation on the aspect, if the indication and the presentation of unit prices can be used to influence the perception and evaluation of certain offers and their prices. Therefore, Lena Himbert se
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