제품 용량크기와 단위가격의 관계에 대한 연구: 큰 포장제품의 단위가격은 늘 저렴한가?
Package Size and Unit Price Relationship: Incidents of Quantity Surcharges in Korea
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초록
소비자는 일반적으로 용량이 큰 제품이 작은 제품보다 단위가격이 더 저렴할 것이라는 믿음을 가지고있다. 유사하게 묶음상품의 경우도 개별 제품보다 단위가격이 더 낮을 것으로 기대한다. 그러나 실제제품의 시장 가격 조사에 근거한 기존 연구는 소비자의 기대와 달리 용량이 큰 제품이나 묶음상품의단위가격이 더 비싼 수량할증(quantity surcharge)이 많이 존재한다는 것을 보여주었다. 본 연구는 4개대형 매장의 가격정보를 이용해 국내 시장에서 실제 수량할증이 얼마나 많이 존재하는지 조사했으며, 제품, 점포 특성과 수량할증과의 관련성을 검증했다. 조사된 5,389 제품 중 26.0%인 1,403개의제품에서 더 큰 용량 제품이나 묶음 상품의 단위가격이 더 높은 수량할증이 있는 것으로 나타났다. 이비율은 미국이나 유럽에서 실시된 이전 연구결과의 평균과 유사했다. 수량할증이 존재하는 제품의 빈도는제품군별로 차이가 있었다. 견과/건과 제품군에서 가장 빈번했으며 세제/세탁/청소/욕실용품 제품군에서비율이 가장 낮았다. 수량할증 비율과 관련성이 있는 것으로 본 연구에서 밝힌 유효한 요인은 용량의차이와 용량 간 비교의 어려움이다. 제품 간의 용량의 차이가 작을수록, 용량 간 비교가 어려울수록수량할증이 더 빈번한 것으로 나타났다.
Abstract
Consumers tend to believe that price per unit is lower for larger package products than smaller. Similarly, consumers expect to save money by purchasing product bundles instead of buying separate units. However, prior research on the relationship between package size and unit price shows many incidents that larger-size products are more expensive in unit price (i.e., quantity surcharge). This research investigates incidence of quantity surcharges in Korean market by analyzing selling prices of four major online and offline retail stores. Out of 5,389 products that were examined, surcharges were observed for 1,403 products that is 26.0% of all cases. This result does not differ significantly with the average rate of surcharges found in previous studies conducted in the USA and Europe. This research also finds considerable difference in frequency of surcharges across product categories. Surcharge incidents were also related to some factors such as difference in package sizes and difficulty of size comparison. Quantity surcharges are more frequent when the difference in package size is small and when it is more difficult to compare sizes of two packages.
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