Pricing:
Which price will the customer accept? What is too expensive/too cheap? Is there an optimal price?

Nearly all markets are characterised by a combination of extreme price sensitivity and a growing focus on quality. Consumers compare and contrast product benefits, often driven at the same time by emotion. Smart shoppers are in the ascendancy.

The primary objective of price research is to ascertain as accurately as possible how much a customer is actually willing to pay for a given product. Our instruments take into account the decision-making context and the dynamics of customer behaviour.

We use our interactive pricing tools to build realistic market scenarios from customer assessments of the price-performance space, as well as to conduct
“what if?” analysis and attach monetary values to product characteristics. 

Our instruments for pricing: 

• AlasCa^pro
  Our flexible conjoint tool for product design, pricing and benefit segmentation 

                - A design, interview, evaluation and analysis tool all in one. 
                - All the main survey methods (rating, ranking, scaled/unscaled
                  paired comparison, ACA, CBC, LCA, AHP) 
                - All the main evaluation methods 
                - Highly flexible simulation tool for you as customer: 


                       -- Visualisation of practically all results 
                       -- Convenient comparison of different brands and target groups 
                       -- Immediate changes to results after changes to product attributes 
                       -- Price sensitivity analysis 
                       -- Integrated module for sales and profit analysis 

• cv.mapper
  Our interactive tool for dynamic positioning of brands in the price-performance space: 
  
            - Intuitive graphical presentation of your product’s positioning
              from the customer’s point of view 
            - Strengths-weaknesses analysis in the competitive environment
              Analysis of improvement potential
            - “What if?” simulations visualise the effects of planned activity
            - Tracking of own products over set time periods

Produkt + Markt has the benefit of many years of experience in empirical price research and can provide answers to (nearly) all relevant questions in this field.

We work with you to develop the right project design for your requirements and select the best tools for the job. We can also combine our AlasCa^pro and cv.mapper tools with established methods such as Van Westendorp or Garbor Granger.

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