Estimating product efficiency through a hedonic pricing best practice frontier

  1. Rubén Arrondo 1
  2. Nuria García 1
  3. Eduardo González 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Año de publicación: 2018

Título del ejemplar: New frontiers for productivity research in management and business

Volumen: 21

Número: 4

Páginas: 215-224

Tipo: Artículo

DOI: 10.1016/J.BRQ.2018.08.005 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Resumen

Una decisión crítica compleja en marketing y economía es la fijación de precios. Encontrar el precio correcto para un producto requiere una evaluación cuidadosa de los atributos del producto. La evaluación de la eficiencia del producto establece el atractivo relativo de un producto, en comparación con los atributos y precios observables de los productos competidores. La principal contribución de este documento es combinar la fijación de precios hedónicos con el análisis de fronteras para estimar la eficiencia del producto, que es un enfoque novedoso. Aplicamos este método al mercado de zapatillas para correr. Encontramos cuatro atributos como principales impulsores del precio: estabilidad, amortiguación, flexibilidad y respuesta. El modelo también identifica productos con precios excesivos y predice las reducciones de precio necesarias para ser comparativamente competitivo, un requisito previo para el desempeño comercial general. Nuestros resultados muestran la dinámica de los ajustes de precios en el mercado. Los productos con precios excesivos ajustan los precios a la baja rápidamente y obtienen un atractivo comparativo. Otro hallazgo interesante es que la eficiencia del producto se correlaciona fuertemente con las evaluaciones realizadas por expertos independientes.

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