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Design and methodology:
Face to face interview with between 100 to 500 (on average) respondents, each seeing around six to 12 choice sets of three to nine brands. In order to cover a wide range of brands and price combinations, a partial factorial design for selecting choice sets is used. Five levels are covered for each brand.
Marketing issues addressed:
Price elasticity, ability of brand to command a premium, how to respond to competitive price tactics.
Analyses delivered:
Preference share (not brand share) at different pricing scenarios, client Decision Support System (DSS) module allows multiple scenarios to be run.
Works with:
Scanpro data from retail (to set up realistic price ranges and to give reality checks to estimates). BASES Price Advisor.
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