Investigación de mercado de precios

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.

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 antes de lanzar un nuevo producto o servicio. 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. 

Consideraciones

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.

Acercarse

SIS International ofrece un enfoque de investigación integrado, cobertura global y experiencia para ofrecer una "visión completa del mercado". Nuestro enfoque de Investigación Integrada utiliza varios niveles de investigación e inteligencia para brindar una visión completa de todo el panorama del mercado necesario para la estrategia de precios. En la Investigación de Mercado de Precios, examinamos los siguientes factores:

• Clientes
• Competidores
• Compañías
• Culturas
• Cadenas de suministro

Los servicios clave de investigación de mercado de precios incluyen:

• Análisis de estructura de costos
• Análisis de costos fijos y variables
• Análisis de ingresos
• Análisis de Rentabilidad
• Punto de equilibrio de analisis
• Precios de la competencia
• Estrategia para colocar precios
• Marco de precios (en la mente de los consumidores)
• Previsión de precios
• Elasticidad de precio

Psicología de precios

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.

Análisis conjunto

¿Qué es el análisis conjunto?

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.

Luego se ejecutaría un análisis de regresión, un tipo de análisis estadístico que compara promedios, con los datos de cada encuestado, lo que daría como resultado el valor de cada atributo. Se puede ejecutar una regresión lineal o logística según el diseño de la encuesta. Al utilizar un subconjunto de todos los productos posibles y conjuntos de características, preguntamos solo sobre algunos de los productos posibles para poder predecir el atractivo de todos los productos posibles. 

Los siguientes son factores a considerar al pensar en el análisis conjunto:

• Conjoints may not explain the interaction effects between attributes well.  Qualitative research can augment understanding in that regard.
• No funciona bien si no conoce las funciones relevantes que debe incluir.
• Conjoint es estático y no explica cómo se encadenarán las cosas con el tiempo.
• Se supone que los participantes conocen las características.

Enfoques de Gabor Granger y Van Westendorp

El método Gabor Granger es una técnica de fijación de precios en la que se pregunta al encuestado qué probabilidad hay de que compre el producto a varios niveles de precios establecidos. Todos los precios probados deben presentarse en orden aleatorio.

Hay algunas consideraciones a tener en cuenta con Gabor Granger. Diferentes segmentos del mercado pueden reaccionar de manera diferente ante el mismo precio, lo que afecta la estrategia de marketing. Fuera de las consideraciones de valor para los clientes, los costos y las ganancias impactan la política de precios.

Otra métrica a utilizar es el PSM (medidor de sensibilidad al precio) de Van Westendorp, que es una batería de cuatro preguntas. Después de presentar una descripción del producto o servicio, se pregunta a los encuestados:

1. ¿A qué precio consideraría que el producto tiene una buena relación calidad-precio? ["Barato"]
2. ¿A qué precio diría que el producto está empezando a ser caro, pero aun así consideraría comprarlo? ["Caro"]
3. ¿A qué precio el producto sería tan caro que nunca lo considerarías? ["Muy caro"]
4. ¿A qué precio el producto sería tan económico que dudarías de su calidad? ["Demasiado barato"]

Las divisiones a menudo se enfrentan en torno al enfoque de las estrategias de fijación de precios, enfatizando diferentes consideraciones como costos, fijación de precios de mercado, penetración de mercado, maximización de ganancias, diferenciación y valor. A nivel global, la estandarización de precios puede traer éxito en una región, pero puede traer nuevos desafíos en otra. Si las empresas implementan estrategias de precios competitivas, las reacciones competitivas pueden afectar inmediatamente las ventas. 

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 Internacional’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. 

Planificación estratégica mejorada:

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. 

Mayores ingresos:

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.

La reducción de riesgos:

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. 

Eficiencia de marketing mejorada:

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. 

Crecimiento acelerado e innovación:

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. 

ROI mejorado:

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.

Investigación de precios competitivos

SIS lleva a cabo investigaciones estratégicas para proporcionar datos e ideas sobre las reacciones competitivas a las estrategias de precios. SIS es líder en análisis competitivo y fue miembro fundador de la organización SCIP, especializada en Inteligencia Estratégica y Competitiva. Proporcionamos juegos de guerra, evaluaciones comparativas competitivas e informes competitivos personalizados relacionados con los precios.

Acerca de SIS Internacional

SIS Internacional ofrece investigación cuantitativa, cualitativa y estratégica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. También realizamos entrevistas, encuestas, grupos focales y otros métodos y enfoques de investigación de mercado. Póngase en contacto con nosotros para su próximo proyecto de Investigación de Mercado.