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Design/Methodology:
Face to face interview
with 100-500 (on average) respondents, each seeing around
3-9 brands for 4-7 price levels. Respondent picks preferred
brand at lowest price, then works through until either least
preferred at highest price is chosen or respondent stops selection
when price levels get too high.
Marketing
Issues Addressed:
How to respond to
competitive price tactics. Price elasticity, cannibalisation
if client has multiple brands in category covered.
Analyses
Delivered
Brand share at different price levels, cannibalisation dynamics.
Van Westerndrop PSM, Gabor Granger.
Works With:
- Retail data. This should be used to calibrate by running
the BPTO at the average market prices, then weighting the
shares to retail shares if the shares are markedly different
- which can be the case due to over & underclaim, plus
distribution issues which are not covered in the consumer
research area.
- Scanpro and Explorer analyses can be used to validate
predicted outcomes. BASES Price Advisor.
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