PRICE-ELASTICITY
Price Elasticity
MARKET RESEARCH

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Price Elasticity

The aim of price research is to discover the price thresholds or optimal product price for consumer purchase intentions.

Central questions:

What product price do purchasers accept?
How high is their willingness to buy?
At what price is the purchaser still willing to buy, and at what price is he no longer prepared to do so? (Price range)

Method:

The optimal price is ascertained in different stages:
Open identification (consumers state their price/price range without requirements being set), measurement of the subjective price range on the basis of corresponding questions
Measurement of the highest and lowest price for which there is a purchase intention (analysis of the number of likely purchasers)

AMR recommends the use of conjoint measurement procedures in conjunction with a concept or product test and an integrated price test, during which the individual product concepts are evaluated together with a price.

AMR – your contact for international and national price research analyses

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MARKET RESEARCH

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