Preispremium Swissness Worldwide und "Country of Origin" - Effekte : Der Einfluss von Produktethnizität auf die Zahlungsbereitschaft
Journal
Die Unternehmung
ISSN
0042-059x
ISSN-Digital
0042-059x
Type
journal article
Date Issued
2015-07-16
Author(s)
Abstract (De)
Der Beitrag analysiert den Einfluss des Herkunftslandes eines Produktes auf das jeweilige Preispremium. Konkret wurde dabei anhand eines repräsentativen Haushaltpanels mit über 4.000 Konsumenten aus 14 verschiedenen Ländern das Preispremium für schweizerische Produkte und Dienstleistungen differenziert nach Produktkategorien und Herkunftsland berechnet. Die Ergebnisse zeigen, dass es keinen generellen finanziellen Mehrwert von "Swissness" gibt, sondern dass die Zahlungsbereitschaft der Konsumenten sehr stark nach Produktkategorie, Produkt und Markt differiert. Während "Swissness" in Ländern wie China, Indien und Japan und bei Produkten mit einer hohen Produktethnizität eine substanziell höhere Zahlungsbereitschaft auslöst, wird beispielsweise "IT-Made in Switzerland" in Grossbritannien weniger wertgeschätzt.
The article analyzes whether the home country of a product triggers a price premium. More concretely, the price premium for Swiss products and services has been calculated (differentiated by product categories and country of origin) based on a representative household panel with more than 4,000 consumers from 14 different countries. The results clearly show that there is no general financial added value of "Swissness". Instead of that, consumers' willingness to pay a price premium for Swiss products substantially depends on product category, product and market. For instance, a positive relationship between willingness to pay and "Swissness" can be found in countries such as China, India and Japan and in instances where Switzerland is strongly associated with a product. "IT-Made in Switzerland", in contrast, is not valued by British consumers.
The article analyzes whether the home country of a product triggers a price premium. More concretely, the price premium for Swiss products and services has been calculated (differentiated by product categories and country of origin) based on a representative household panel with more than 4,000 consumers from 14 different countries. The results clearly show that there is no general financial added value of "Swissness". Instead of that, consumers' willingness to pay a price premium for Swiss products substantially depends on product category, product and market. For instance, a positive relationship between willingness to pay and "Swissness" can be found in countries such as China, India and Japan and in instances where Switzerland is strongly associated with a product. "IT-Made in Switzerland", in contrast, is not valued by British consumers.
Language
German
HSG Classification
contribution to practical use / society
Refereed
Yes
Publisher
Nomos
Publisher place
Baden Baden
Volume
69
Number
2
Start page
132
End page
152
Pages
21
Subject(s)
Division(s)
Eprints ID
242524
File(s)![Thumbnail Image]()
Name
02 Fischer_Reinecke - Preispremium_DieUnternehmung_2015.pdf
Size
3.52 MB
Format
Adobe PDF
Checksum (MD5)
77c4c8ec4fb9d8573f2b2f1f78bda191