Bí quyết gọi rượu vang ở nhà hàng dành cho người không sành điệu

những chai ở tầm giữa, cách khoảng 4 chai (theo thứ tự đắt dần lên), là mark-up (lợi nhuận cộng thêm) cao nhất...

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The standard economic analysis (phân tích kinh tế chuẩn) of product-line pricing by Mussa and Rosen (1978) implies that higher-quality varieties command higher absolute mark-ups. It is widely claimed that this property does not apply to wine lists. Restaurateurs are believed to overprice the second-cheapest wine to exploit naïve diners embarrassed to choose the cheapest option. This paper investigates which view is correct. We find that the mark-up on the second cheapest wine is significantly below that on the four next more expensive wines. It is an urban myth (huyền bí đô thị) that the second-cheapest wine is an especially bad buy. Percentage mark-ups are highest on mid-range wines. This is consistent with the profit-maximising (tối đa hóa lợi nhuận) pricing of a vertically differentiated product line with no behavioral elements, although other factors may contribute to the price pattern.

That is from a new paper by David de Meza and Vikram Pathania,

Bài trước: Những kẻ ném bom