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Bequeme Preise im Quickservice-Bereich

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  • Möser, Anke
  • Kriep, Laura

Abstract

Der Verzehr von Lebensmitteln außer Haus gewinnt aufgrund von demographischen und gesellschaftlichen Veränderungsprozessen an Bedeutung, detaillierte Informationen zur Preisgestaltung in diesem Bereich liegen bislang für Deutschland aber nicht vor. Zielsetzung des Beitrages ist es daher, auf Basis eines Querschnittsdatensatzes, der auf Preisbeobachtungen in Unternehmen beruht, Einblicke in die Preisgestaltung im Quickservice-Bereich zu liefern. Besonderes Augenmerk liegt dabei auf bequemen Preisen, welche nach KNOTEK (2011) durch die geringere Anzahl benötigter Geldeinheiten den Kaufprozess vereinfachen. Die empirische Analyse zeigt, dass bei verzehrsfertigen Lebensmitteln außer Haus glatte Preise, die auf einen vollen Eurobetrag enden, sowie runde Preisstellungen dominieren. Einzige Ausnahme stellen Selbstbedienungsrestaurants dar, die verstärkt gebrochene Preise nutzen und bei denen im Vergleich zu einer Imbissbude folglich mindestens eine Geldeinheit pro Transaktion mehr benötigt werden würde. Der Beitrag verdeutlicht, dass es bei der Preisgestaltung im Quickservice-Bereich und im Lebensmitteleinzelhandel Gemeinsamkeiten gibt, aber auch sektorspezifische Unterschiede bestehen. Due to changes in demographic and social circumstances, the importance of food-away-from-home consumption increases. However, detailed facts on pricing strategies in this sector are still missing in Germany. This paper aims to provide cross-sectional evidence of pricing strategies in the quick servicesector. The focus lies on convenient prices, which according to KNOTEK (2011) simplifies the purchase due to a lower number of necessary monetary units. Convenient prices that match round prices ending on monetary denominations prevail. The only exceptions are fast-food-restaurants, which offered often odd prices. Consequently, in these stores at least one monetary unit more than in takeaway shops would be necessary to pay for the products. The study shows that there are common principles in pricing strategies in the quick service sector and the retailing sector, but also differences.

Suggested Citation

  • Möser, Anke & Kriep, Laura, 2014. "Bequeme Preise im Quickservice-Bereich," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 63(02), pages 1-13, June.
    • Handle: RePEc:ags:gjagec:253153
    DOI: 10.22004/ag.econ.253153
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    References listed on IDEAS

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    Demand and Price Analysis; Marketing;

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