In food markets, mongers price items by their weight. Zucchini is 49¢ per kilo; fish is $1.99 per kilo, et cetera. What if prices are based on length instead? Let us say zucchini is 49¢ per cm; fish is $1.99 per cm. From a monger's and a consumer's point of view, which metric, weight or length, is preferable? Please explain.

In food markets, mongers price items by their weight. Zucchini is 49¢ per kilo; fish is $1.99 per kilo, et cetera. What if prices are based on length instead? Let us say zucchini is 49¢ per cm; fish is $1.99 per cm. From a monger's and a consumer's point of view, which metric, weight or length, is preferable? Please explain.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Concept explainers

Customary Pricing

There are various types of pricing strategies followed in the market. They are psychological pricing, odd pricing, free onboard pricing, customary pricing, prestige pricing, dual pricing, ruling pricing, negotiated pricing, mark up pricing, etc. each one can be explained as follows:

Multiple Unit Pricing

“Multiple-unit pricing is a practice where a company offers consumers a lower than unit price if a specified number of units are purchased.”

Question

In food markets, mongers price items by their
weight. Zucchini is 49č per kilo; fish is $1.99
per kilo, et cetera. What if prices are based on
length instead? Let us say zucchini is 49¢ per
cm; fish is $1.99 per cm. From a monger's and
a consumer's point of view, which metric,
weight or length, is preferable? Please
explain.

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