Étude de marché sur les prix

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 avant de lancer un nouveau produit ou service. 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. 

Considérations

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.

Approche

SIS International propose une approche de recherche intégrée, une couverture mondiale et une expertise pour offrir une « vue complète du marché ». Notre approche de recherche intégrée utilise plusieurs niveaux de recherche et d’intelligence pour fournir un aperçu complet de l’ensemble du paysage du marché nécessaire à la stratégie de tarification. Dans l’étude de marché sur les prix, nous examinons les facteurs suivants :

• Clients
• Concurrents
• Entreprises
• Des cultures
• Des chaînes d'approvisionnement

Les principaux services d’études de marché sur les prix comprennent :

• Analyse de la structure des coûts
• Analyse des coûts fixes et variables
• Analyse des revenus
• Analyse de rentabilité
• Analyse de rentabilité
• Prix des concurrents
• Stratégie de prix
• Encadrement des prix (dans l'esprit des consommateurs)
• Prévision des prix
• L'élasticité des prix

Psychologie des prix

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.

Analyse conjointe

Qu’est-ce que l’analyse conjointe ?

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.

Une analyse de régression, un type d'analyse statistique qui compare les moyennes, serait ensuite exécutée sur les données de chaque répondant, aboutissant à la valeur de chaque attribut. Une régression linéaire ou logistique peut être effectuée en fonction de la conception de l'enquête. En utilisant un sous-ensemble de tous les produits et ensembles de fonctionnalités possibles, nous ne posons des questions que sur quelques-uns des produits possibles afin de pouvoir prédire l'attractivité de tous les produits possibles. 

Les facteurs suivants sont à prendre en compte lorsque l’on réfléchit à l’analyse conjointe :

• Conjoints may not explain the interaction effects between attributes well.  Qualitative research can augment understanding in that regard.
• Ne fonctionne pas bien si vous ne connaissez pas les fonctionnalités pertinentes à inclure.
• Conjoint est statique et n’explique pas comment les choses vont s’enchaîner dans le temps.
• Suppose que les participants connaissent les fonctionnalités.

Gabor Granger et Van Westendorp approchent

La méthode Gabor Granger est une technique de tarification dans laquelle on demande à une personne interrogée quelle est la probabilité qu'elle achète le produit à différents niveaux de prix indiqués. Tous les prix testés doivent être présentés dans un ordre aléatoire.

Il y a quelques considérations à garder à l’esprit avec Gabor Granger. Différents segments de marché peuvent réagir différemment aux mêmes prix, ce qui a un impact sur la stratégie marketing. Au-delà des considérations de valeur pour les clients, les coûts et les bénéfices ont un impact sur la politique de prix.

Une autre mesure à utiliser est le Van Westendorp PSM (Price Sensitivity Meter), qui est une batterie de quatre questions. Après avoir reçu une description du produit ou du service, il est ensuite demandé aux répondants :

1. À quel prix considérez-vous que le produit constitue une bonne valeur ? ["Bon marché"]
2. À quel prix diriez-vous que le produit commence à devenir cher, mais envisageriez-vous quand même de l’acheter ? ["Cher"]
3. À quel prix le produit serait-il si cher que vous ne l’envisageriez jamais ? ["Trop cher"]
4. À quel prix le produit serait-il si bon marché que vous douteriez de sa qualité ? ["Trop bon marché"]

Les divisions s'affrontent souvent sur l'orientation des stratégies de tarification, en mettant l'accent sur différentes considérations telles que les coûts, les prix du marché, la pénétration du marché, la maximisation des profits, la différenciation et la valeur. À l’échelle mondiale, une tarification standardisée peut apporter du succès dans une région mais peut engendrer de nouveaux défis dans une autre. Si les entreprises mettent en œuvre des stratégies de prix compétitives, les réactions de la concurrence peuvent avoir un impact immédiat sur les ventes. 

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. 

Planification stratégique améliorée :

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. 

Augmentation des revenus :

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.

Réduction de risque:

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. 

Efficacité marketing améliorée :

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. 

Croissance et innovation accélérées :

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 boosté :

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.

Recherche de prix compétitifs

SIS mène des recherches stratégiques pour fournir des données et des informations sur les réactions concurrentielles aux stratégies de tarification. SIS est un leader de l'analyse concurrentielle et a été membre fondateur de l'organisation SCIP, spécialisée dans l'intelligence stratégique et concurrentielle. Nous fournissons des jeux de guerre, des analyses comparatives concurrentielles et des rapports concurrentiels personnalisés liés aux prix.

À propos de SIS International

SIS International propose des recherches quantitatives, qualitatives et stratégiques. Nous fournissons des données, des outils, des stratégies, des rapports et des informations pour la prise de décision. Nous menons également des entretiens, des enquêtes, des groupes de discussion et d’autres méthodes et approches d’études de marché. Contactez nous pour votre prochain projet d'étude de marché.