產品的期望價格可由產品的品質和價格相關性預測作為參考，然就消費者而言，在市場資訊不對稱的影響下，產品的價格未必能夠真實反應產品品質，面對多品牌的廚具市場，關切的則是否支付較多的價格，可以得到較高品質的產品。有效率的品牌可定義為能夠以最低的價格生產和銷售具相同技術水準的產品。本研究選擇與消費者生活息息相關的廚具市場切入，並且依消費者涉入程度，選擇以中度涉入並且有限決策的產品檯面爐。本研究採用美國消費者報導雜誌五年(2014-2018)資料，以資料包絡分析法(DEA)的差額變數基礎之效率分析模型(SBM)，設定產品價格及產品特徵作為投入和產出變數，根據每個決策單位(DMU)投入和產出差額以衡量不同品牌的效率表現，並探討群組邊界值與共同邊界值的差異，即技術缺口比率(TGR)，以提供消費者和廠商做為決策參考。;The price expectancy could be predicted by the quality and price of the product. In the information asymmetry market, the prices might not be able to represent the actual quality of products. Consumers care about whether paying more could obtain higher quality of the product. The brand efficiency can be defined as: it could be produced and sold with the lowest price based on the identical technology of product. This paper is focusing on the kitchen field related with people’s life and choose Cooktop as the research object which is at medium level of involvement for consumers. This paper adopts the data from Consumer Reports Buying Guide (U.S.) ranging from 2014 to 2018 and use Data Envelopment Analysis (DEA) to measure the efficiency of brands. SBM (slacks-based measure) is the model used in this paper to set the prices as the input variable and characteristics of product as the output variable for measuring brands efficiency with slacked values of the input and output variables. Finally, this research will clarify the gap between the group frontier and metafrontier, which means the technology gap ratio (TGR) to provide the reference for the consumers and suppliers.
