荤素同价、计量迷雾、左位效应……麻辣烫与消费者玩心理战

Core Insights - The rising prices of ingredients in hot pot restaurants, particularly for vegetables, have sparked significant consumer discussion and concern [1][4][8] - The pricing strategy of weight-based billing, especially for vegetables, has led to confusion and dissatisfaction among consumers, who often feel surprised by the final bill [4][12][18] Pricing Strategies - Many hot pot restaurants have adopted a weight-based pricing model, with some offering a flat rate for both meat and vegetables, which can lead to higher costs for consumers [8][12] - Specific examples include a restaurant charging 39.9 yuan for 500 grams of self-selected ingredients, while individual items like mushrooms and lotus root are priced similarly to meat [2][8] Consumer Experience - Consumers frequently report feeling misled by the weight of ingredients, especially when items are soaked in water to increase their weight, leading to higher charges [10][12] - The use of smaller measurement units, such as 50 grams, can create confusion, as consumers may not realize the equivalent price per kilogram until they receive the bill [15][18] Psychological Pricing Tactics - Restaurants employ psychological pricing strategies, such as emphasizing lower left digits and downplaying the significance of measurement units, to influence consumer perception and spending [13][16] - The "left digit effect" is utilized to make prices appear more attractive, which can lead to consumers underestimating the total cost of their selections [16][18] Market Dynamics - The cost structure of hot pot restaurants shows that ingredient costs are the largest expense, followed by labor and overhead, indicating that pricing strategies are crucial for profitability [18] - The competitive landscape includes a mix of pricing models, with some establishments charging separately for certain items, which can further complicate consumer understanding of costs [6][8]