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Channel: Comments on: Pricing Research Review
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By: Michaela Mora

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Steven,
Thanks for your comment and reading recommendation. Value pricing is an interesting subject, but it is often an internal exercise companies do without necessarily having input from the customer the product is intended to. This review is about research methods trying to identify at what price point a customer is willing to buy a product or service. Conjoint analysis is a good approach to test value pricing from the buyer’s perspective. The actual value (estimated in dollars and cents against the reference value from a competing alternative) and perceived value are not always the same in the buyers’ mind, so we use primary research to find what the optimal price point is within the range a value pricing exercise might provide.
Michaela


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