Preisgestaltung Marktforschung

By investing in pricing market research, companies can avoid the pitfalls of overpricing or underpricing, ensuring that their offerings are competitively positioned while maintaining profitability.

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Getting the right price can make or break a product’s market success. That’s why pricing market research is the hidden powerhouse behind effective pricing strategies, providing businesses with the knowledge they need to navigate complex market dynamics.

What Is Pricing Market Research?

Pricing market research provides businesses with critical insights into how pricing affects consumer behavior, market positioning, and overall profitability. By exploring factors such as competitor pricing, customer willingness to pay, and market trends, pricing market research helps companies develop strategies that align with their business goals.

One of the key issues that pricing market research addresses is the challenge of setting a price that balances customer expectations with business objectives. It identifies price sensitivity levels among different customer segments, highlights potential pricing barriers, and uncovers opportunities to optimize pricing structures. Additionally, this research aids in pinpointing market gaps, allowing businesses to adjust their pricing strategies to stay ahead of competitors.

Why Do Businesses Need Pricing Market Research?

One significant issue that pricing market research addresses is understanding customer price sensitivity. By analyzing how different price points affect demand, businesses can identify the optimal price that maximizes revenue without alienating potential customers. This is particularly important in industries where small price adjustments can lead to significant changes in sales volume. Moreover, pricing market research helps businesses understand regional variations in pricing preferences, ensuring that pricing strategies are tailored to specific market conditions.

Another critical reason businesses need pricing market research is to stay ahead of competitors. This research provides insights into competitor pricing strategies, highlighting areas where a business can differentiate itself through pricing. By leveraging these insights, companies can develop unique pricing approaches that not only attract customers but also reinforce their market positioning. Ultimately, pricing market research is essential for businesses looking to refine their pricing models, enhance customer satisfaction, and achieve long-term growth.

Today’s customers have endless purchasing options in the global marketplace. Price communicates the product’s value and information about the entire product and its benefits.  Value is defined as benefits minus costs.

Pricing research also allows a company’s management to compete strategically with competitors. Given that 9 in 10 new product launches fail, gaining robust pricing insights is essential.

When to Conduct Pricing Market Research

One of the most strategic moments to engage in this research is vor der Einführung eines neuen Produkts oder einer neuen Dienstleistung. Understanding the market landscape, customer expectations, and competitor pricing strategies can significantly impact the launch’s success. Pricing market research provides insights into the optimal price point that balances profitability with consumer appeal, ensuring that the product is competitively positioned from the outset.

Another key moment in conducting pricing market research is during market expansion. Whether entering a new geographic region or targeting a new customer segment, businesses need to adapt their pricing strategies to local conditions. Market-specific factors such as economic conditions, cultural preferences, and regional competition can all influence pricing dynamics. Conducting pricing market research during these times helps businesses tailor their approach, ensuring that their pricing strategy aligns with the new market’s unique characteristics.

Additionally, businesses should conduct pricing market research when they experience significant shifts in market conditions, such as increased competition, changes in consumer demand, or economic downturns. Re-evaluating pricing strategies becomes crucial to maintaining market share and profitability during these times. 

Überlegungen

Pricing market research is complex. Different market segments can react differently to the same pricing, impacting marketing strategy. Costs and profits can dominate pricing policy. Divisions often duel over the focus of pricing strategy, emphasizing different strategies like market pricing, market penetration, profit maximization, differentiation, and value pricing.

On a global level, standardized pricing may be successful in one region but fail in another. Aggressive pricing strategies may result in competitive reactions that immediately impact sales.

Ansatz

SIS International bietet einen integrierten Forschungsansatz, globale Abdeckung und Fachwissen, um einen „vollständigen Marktüberblick“ zu liefern. Unser integrierter Forschungsansatz nutzt mehrere Ebenen der Forschung und Information, um einen vollständigen Einblick in die gesamte Marktlandschaft zu liefern, der für die Preisstrategie erforderlich ist. In der Preismarktforschung untersuchen wir die folgenden Faktoren:

• Kunden
• Wettbewerber
• Firmen
• Kulturen
• Lieferketten

Zu den wichtigsten Dienstleistungen der Preismarktforschung gehören:

• Kostenstrukturanalyse
• Analyse der Fix- und variablen Kosten
• Umsatzanalyse
• Rentabilitätsanalyse
• Break-Even-Analyse
• Preise der Konkurrenz
• Preisstrategie
• Preisgestaltung (im Kopf der Verbraucher)
• Preisprognose
• Preiselastizität

Preispsychologie

Companies may need price framing research and strategies. We research the most appropriate ways that price is framed in the customers’ minds. Pricing psychology factors heavily in this process, and SIS examines findings with pricing psychology. The importance of price framing emerges when local companies compete against global companies and when relative pricing is more important than nominal price tags.

Conjoint-Analyse

Was ist eine Conjoint-Analyse?

Conjoint Analysis is a technique used in market research that helps to understand how consumers value different attributes in an individual product or service. Such attributes may include tangible attributes such as size, weight, color, etc., and intangible attributes such as price, quality, etc.

Respondents are provided with descriptions of products that would correspond to the attributes of the product being measured. Respondents are then asked to choose between those products based on their attributes. They are then asked to choose again based on a rotation of attributes.

Anschließend wird für jeden Befragten eine Regressionsanalyse durchgeführt, eine Art statistische Analyse, bei der Durchschnittswerte verglichen werden. Daraus ergibt sich der Wert jedes Attributs. Je nach Gestaltung der Umfrage kann eine lineare oder logistische Regression durchgeführt werden. Indem wir eine Teilmenge aller möglichen Produkte und Merkmalssätze verwenden, fragen wir nur nach einigen wenigen möglichen Produkten, um die Attraktivität aller möglichen Produkte vorhersagen zu können. 

Bei der Conjoint-Analyse sind die folgenden Faktoren zu berücksichtigen:

• Conjoints may not explain the interaction effects between attributes well.  Qualitative research can augment understanding in that regard.
• Funktioniert nicht gut, wenn Sie die einzuschließenden relevanten Funktionen nicht kennen.
• Conjoint ist statisch und erklärt nicht, wie sich die Dinge im Laufe der Zeit verketten.
• Setzt voraus, dass die Teilnehmer mit den Funktionen vertraut sind.

Gabor Granger & Van Westendorp Ansätze

Die Gabor-Granger-Methode ist eine Preistechnik, bei der ein Befragter gefragt wird, wie wahrscheinlich es ist, dass er das Produkt bei verschiedenen angegebenen Preisen kauft. Alle getesteten Preise sollten in zufälliger Reihenfolge präsentiert werden.

Bei Gabor Granger sind einige Überlegungen zu beachten. Verschiedene Marktsegmente können auf dieselbe Preisgestaltung unterschiedlich reagieren, was sich auf die Marketingstrategie auswirkt. Abgesehen von den Wertüberlegungen der Kunden beeinflussen Kosten und Gewinne die Preispolitik.

Ein weiteres Messinstrument ist der Van Westendorp PSM (Price Sensitivity Meter), eine Reihe von vier Fragen. Nachdem den Befragten eine Beschreibung des Produkts oder der Dienstleistung präsentiert wurde, werden sie gefragt:

1. Ab welchem Preis wäre das Produkt für Sie preiswert? [„Billig“]
2. Ab welchem Preis würdest du sagen, dass das Produkt langsam teuer wird, du aber dennoch einen Kauf in Erwägung ziehen würdest? [„Teuer“]
3. Ab welchem Preis wäre das Produkt so teuer, dass Sie es niemals in Betracht ziehen würden? [„Zu teuer“]
4. Ab welchem Preis wäre das Produkt so günstig, dass Sie an seiner Qualität zweifeln würden? [„Zu billig“]

Abteilungen streiten sich oft über den Schwerpunkt der Preisstrategien und legen dabei Wert auf unterschiedliche Aspekte wie Kosten, Marktpreise, Marktdurchdringung, Gewinnmaximierung, Differenzierung und Wert. Auf globaler Ebene kann eine standardisierte Preisgestaltung in einer Region Erfolg bringen, in einer anderen jedoch neue Herausforderungen mit sich bringen. Wenn Unternehmen wettbewerbsfähige Preisstrategien umsetzen, können sich die Reaktionen der Konkurrenz unmittelbar auf den Umsatz auswirken. 

Understanding Willingness to Pay in Pricing Market Research

Willingness to pay (WTP) is a crucial concept in pricing market research that helps businesses determine how much customers are willing to spend on a product or service. This insight is fundamental for setting optimal prices that align with consumer expectations and drive sales. Pricing market research employs various methods, such as surveys, conjoint analysis, and behavioral data, to measure WTP, providing businesses with a clear picture of price sensitivity among different customer segments.

By understanding willingness to pay, companies can better position their products within the market. For example, if research indicates that customers value a product highly and are willing to pay a premium, businesses can set higher prices that reflect this perceived value, maximizing profit margins. Conversely, if WTP is low, companies might consider adjusting their pricing strategy, offering discounts, or adding value to justify the price.

Understanding Price Elasticity in Pricing Market Research

Price elasticity of demand is a crucial concept in pricing market research. It helps businesses understand how sensitive consumers are to changes in price. It measures the percentage change in quantity demanded in response to a percentage change in price, providing valuable insights into how price adjustments can impact sales volume and revenue. By analyzing price elasticity, companies can set pricing strategies that align with consumer expectations and market conditions, ensuring that price changes do not negatively affect demand.

For highly elastic products, even small price increases can lead to significant drops in demand, making it essential for businesses to carefully consider their pricing decisions. Products like consumer electronics, fashion items, and luxury goods often exhibit high price elasticity, as consumers can easily switch to alternatives if prices rise. 

Conversely, products with low price elasticity, such as essential goods, unique services, or products with strong brand loyalty, can withstand higher prices without substantial changes in demand. Understanding price elasticity enables companies to optimize pricing models, maximize revenue, and make informed decisions about when and how to adjust prices.

How SIS International’s Pricing Market Research Helps Businesses

SIS International’s pricing market research provides businesses with tailored insights that drive enhanced strategic planning and optimized pricing strategies. Our expertise in advanced data analytics, consumer behavior analysis, and competitive benchmarking equips companies with the knowledge they need to set prices that align with market dynamics and customer expectations. 

Verbesserte strategische Planung:

We help businesses develop robust pricing strategies that are grounded in market realities. By analyzing factors such as price elasticity, willingness to pay, and competitor pricing, our research enables companies to refine their pricing models, ensuring they are both competitive and profitable. 

Erhöhte Einnahmen:

Our pricing market research identifies optimal price points that maximize revenue without compromising customer satisfaction. Whether it’s setting premium prices for high-demand products or implementing discount strategies to boost sales volume, our research guides businesses toward revenue-generating pricing decisions.

Risikominderung:

SIS International’s research reduces the risks associated with pricing changes by providing data-driven insights that minimize uncertainty. Our analysis helps companies avoid costly pricing mistakes, such as setting prices too high or too low, by offering a clear understanding of market conditions and customer responses. 

Verbesserte Marketingeffizienz:

Effective pricing is closely tied to marketing success. Our research helps businesses align their pricing with their marketing strategies, ensuring that promotional efforts resonate with target audiences. 

Beschleunigtes Wachstum und Innovation:

We empower businesses to innovate with confidence by providing the pricing insights needed to support new product launches and market expansions. Our research identifies market gaps and consumer needs, allowing companies to set prices that reflect the unique value of their innovations. 

Verbesserter ROI:

Our pricing market research drives better return on investment by helping businesses make strategic, data-backed pricing decisions. By optimizing prices to align with market demand, companies can improve profitability and maximize the impact of their pricing strategies on overall business performance.

Wettbewerbsfähige Preisforschung

SIS führt Strategieforschung durch, um Daten und Erkenntnisse über die Reaktionen der Konkurrenz auf Preisstrategien zu liefern. SIS ist führend in der Wettbewerbsanalyse und war Gründungsmitglied der SCIP-Organisation, die auf strategische und wettbewerbsbezogene Informationen spezialisiert ist. Wir bieten War Gaming, Wettbewerbsbenchmarking und maßgeschneiderte Wettbewerbsberichte zum Thema Preisgestaltung.

Über SIS International

SIS International bietet quantitative, qualitative und strategische Forschung an. Wir liefern Daten, Tools, Strategien, Berichte und Erkenntnisse zur Entscheidungsfindung. Wir führen auch Interviews, Umfragen, Fokusgruppen und andere Methoden und Ansätze der Marktforschung durch. Kontakt für Ihr nächstes Marktforschungsprojekt.