haku: @indexterm SENSITIVITY ANALYSIS / yhteensä: 105
viite: 46 / 105
| Tekijä: | Huisman, D. |
| Otsikko: | Mesurer la sensibilite au prix de produits complex = Measuring consumers' sensitivity to prices of composite products and the use of price effects in commercial decision making |
| Lehti: | Revue Francaise du Marketing
1992 : /2. NO. 137, p.5-16 |
| Asiasana: | PRICES CONSUMERS SENSITIVITY ANALYSIS DECISION MAKING BUYING |
| Kieli: | fre |
| Tiivistelmä: | The role of pricing in distribution strategy is examined. Nine factors influencing consumers' price sensitivity are listed. It is shown how two versions of the method of conjoint analysis (or else: "trade-off analysis") can be applied to the measurement of consumers' sensitivity to prices. A preference model is developed for multiattribute products as an aid to the commercial decision making. The relationship between the product characteristics and the price levels are investigated. Using interview data, the relationship between a given product's perceived utility (which is supposed to be the subjective factor of the interviewees' buying decisions) and five price levels are also examined. Two numerical examples are presented for illustration. |
SCIMA