_ PRODUCT AREA_Pricing test
This type of research aims to identify and define the pricing policy of a product or
service. This research is often considered to be one of the objectives of all
researches involving products and services.
__ TARGET
Consumers and/or household purchasers, consumers of the product or products similar or the
same category.
__METHODOLOGY
The approach is quantitative on the basis of the type of the product investigated and the
geographical extent desired. In this area the following methods were used :
Price Score
Brand price trade off
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_ PRODUCT AREA_Pricing test
__GOALS
Searching for an optimal price and/or its consistency with respect to fixed prices or supposed
Analysing the relationship between the buying intention and the price and, consequently, the
"value for money" perceived
Understanding the relationship between the brand value and the price
Evaluating the pricing policies in general or the brand's ability to support a pricing policy
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_ PRODUCT AREA_Pricing test
__OUTPUT
Misurazione dell’intention-to-buy prima e dopo la comunicazione del prezzo Measurement of
the intention-to-buy before and after the communication of the price
TOP TWO:
15,0%
BEFORE : 76,0%
Surely I would buy it
15,5%
AFTER: 50,5%
61,0%
Probably I would buy it
35,0%
17,0%
I do not know if I buy it
AVERAGE WITHOUT : 3,84
12,5%
Probably I would not
buy it
AVERAGE WITH: 3,06
6,5%
14,0%
DOWN TWO:
0,5%
Surely I would buy it
23,0%
BEFORE : 7,0%
AFTER : 37,0%
Without price
Base totale 200 casi
With price
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_ PRODUCT AREA_Pricing test
__OUTPUT
Price positioning through the Price Score Price method
Limiti di accettabilità
Non
a buon mercato
Non conveniente
Non
Noncostoso
costoso
Troppoconveniente
a buon mercato
Troppo
Troppo costoso
Prezzo reale: 4,00€
100,0%
90,0%
80,0%
Neutral price =2,50€
70,0%
60,0%
50,0%
40,0%
30,0%
Optimal price =2,40€
20,0%
10,0%
0,0%
2,00
2,20
2,10€
2,40
2,60
2,80
3,00
3,20
3,40
3,60
3,80
4,00
4,20
4,40
4,60
4,80
5,00
5,20
5,40
5,60
5,80
6,00
Euro
3,40€
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_ PRODUCT AREA_Pricing test
__OUTPUT
Share of preference and price elasticity with the Brand Price Trade Off method (BPTO)
25,0%
Base BPTO: Totale casi 1500
Comp1
Comp2
Share of
preference (%)
20,0%
Comp3
Comp4
15,0%
Comp5
Comp6
Comp7
10,0%
Comp8
5,0%
0,0%
1
-30%
2
-20%
3
-10%
4
Current
Price levels
5
+10%
6
+20%
7
+30%
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_ PRODUCT AREA_Pricing test
__OUTPUT
Gain-Loss Analysis through the Brand Price Trade Off method (BPTO)
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