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“Quantum pricing” nghĩa là gì?
09 Aug, 2019
các nhà bán lẻ lớn không tính giá bán theo từng mặt hàng mà theo từng nhóm mặt hàng,
-> khi muốn thay đổi giá một mặt hàng, họ không điều chỉnh giá của mặt hàng đó, mà đưa mặt hàng đó vào nhóm hàng khác, xem ví dụ H&M ở dưới
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...A forthcoming paper by Diego Aparicio and Roberto Rigobon of the Massachusetts Institute of Technology helps make the point. Firms that sell thousands of different items do not offer them at thousands of different prices, but rather slot them into a dozen or two price points. Visit the website for H&M, a fashion retailer, and you will find a staggering array of items for £9.99: hats, scarves, jewellery, belts, bags, herringbone braces, satin neckties, patterned shirts for dogs and much more. Another vast collection of items cost £6.99, and another, £12.99. When sellers change an item’s price, they tend not to nudge it a little, but rather to re-slot it into one of the pre-existing price categories. The authors dub this phenomenon “quantum pricing” (quantum mechanics grew from the observation that the properties of subatomic particles do not vary along a continuum, but rather fall into discrete states).
Just as surprising as the quantum way in which prices adjust is how rarely they move at all. Retailers, Messrs Aparicio and Rigobon suggest, seem to design products to fit their preferred price points. Given a big enough shift in market conditions, such as an increase in labour costs, firms often redesign a product to fit the price rather than tweak the price. They may make a production process less labour-intensive—or shave a bit off a chocolate bar.
Central banks are starting to see the consequences. Inflation does not respond to economic conditions as much as it used to...
Tags: economics
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