가격 시장 조사

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 새로운 제품이나 서비스를 출시하기 전에. 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. 

고려사항

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.

접근하다

SIS International은 "전체 시장 관점"을 제공하기 위해 통합된 연구 접근 방식, 글로벌 범위 및 전문 지식을 제공합니다. 우리의 통합 연구 접근 방식은 여러 수준의 연구 및 정보를 사용하여 가격 책정 전략에 필요한 전체 시장 환경에 대한 완전한 통찰력을 제공합니다. 가격 시장 조사에서는 다음 요소를 조사합니다.

• 고객
• 경쟁사
• 회사
• 문화
• 공급망

주요 가격 시장 조사 서비스에는 다음이 포함됩니다.

• 비용 구조 분석
• 고정 및 변동 비용 분석
• 수익 분석
• 수익성 분석
• 손익분기점 분석
• 경쟁사 가격
• 가격 전략
• 가격 프레이밍(소비자의 마음 속)
• 가격 예측
• 가격 탄력성

가격 심리학

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.

결합 분석

컨조인트 분석이란 무엇입니까?

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.

그런 다음 평균을 비교하는 통계 분석의 일종인 회귀 분석을 각 응답자의 데이터에 대해 실행하여 각 속성의 값을 얻습니다. 설문 조사 설계에 따라 선형 또는 로지스틱 회귀를 실행할 수 있습니다. 가능한 모든 제품의 하위 집합과 기능 집합을 사용하여 가능한 모든 제품의 매력을 예측할 수 있도록 가능한 제품 중 몇 가지에 대해서만 질문합니다. 

Conjoint Analysis를 고려할 때 고려해야 할 요소는 다음과 같습니다.

• Conjoints may not explain the interaction effects between attributes well.  Qualitative research can augment understanding in that regard.
• 포함할 관련 기능을 모르면 제대로 작동하지 않습니다.
• Conjoint는 정적이며 시간이 지남에 따라 사물이 어떻게 연결되는지 설명하지 않습니다.
• 참가자가 기능을 알고 있다고 가정합니다.

Gabor Granger 및 Van Westendorp의 접근 방식

Gabor Granger 방법은 응답자에게 다양한 명시된 가격 수준에서 제품을 구매할 가능성이 얼마나 되는지 묻는 가격 책정 기법입니다. 테스트된 모든 가격은 무작위 순서로 제시되어야 합니다.

Gabor Granger에 대해 염두에 두어야 할 몇 가지 고려 사항이 있습니다. 다양한 시장 부문은 동일한 가격에도 다르게 반응하여 마케팅 전략에 영향을 미칠 수 있습니다. 고객의 가치 고려 사항 외에도 비용과 이익은 가격 정책에 영향을 미칩니다.

사용할 수 있는 또 다른 측정 기준은 4가지 질문으로 구성된 Van Westendorp PSM(가격 민감도 측정기)입니다. 제품이나 서비스에 대한 설명이 제시된 후 응답자들은 다음과 같은 질문을 받습니다.

1. 어떤 가격으로 제품을 좋은 가치로 생각하십니까? ["값이 싼"]
2. 제품 가격이 얼마만큼 비싸지기 시작했지만 여전히 구매를 고려하시겠습니까? ["값비싼"]
3. 제품의 가격이 너무 비싸서 결코 고려하지 않을 수 있습니까? ["너무 비싼"]
4. 품질이 의심스러울 정도로 제품의 가격이 얼마나 저렴합니까? ["너무 싸다"]

부서들은 비용, 시장 가격 책정, 시장 침투, 이익 극대화, 차별화 및 가치와 같은 다양한 고려 사항을 강조하면서 가격 책정 전략의 초점을 두고 결투를 벌이는 경우가 많습니다. 글로벌 수준에서 표준화된 가격 책정은 한 지역에서는 성공을 가져올 수 있지만 다른 지역에서는 새로운 과제를 가져올 수 있습니다. 기업이 경쟁적인 가격 책정 전략을 구현하는 경우 경쟁적인 반응이 즉시 판매에 영향을 미칠 수 있습니다. 

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 국제’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. 

향상된 전략 계획:

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. 

수익 증가:

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.

위험 감소:

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. 

향상된 마케팅 효율성:

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. 

가속화된 성장과 혁신:

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 향상:

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.

경쟁력 있는 가격 조사

SIS는 가격 전략에 대한 경쟁적 반응에 대한 데이터와 통찰력을 제공하기 위해 전략 연구를 수행합니다. SIS는 경쟁 분석 분야의 선두주자이며 전략 및 경쟁 정보를 전문으로 하는 SCIP 조직의 창립 멤버입니다. 우리는 War Gaming, 경쟁 벤치마킹 및 가격과 관련된 맞춤형 경쟁 보고서를 제공합니다.

SIS 인터내셔널 소개

SIS 국제 정량적, 정성적, 전략 연구를 제공합니다. 우리는 의사결정을 위한 데이터, 도구, 전략, 보고서 및 통찰력을 제공합니다. 또한 인터뷰, 설문 조사, 포커스 그룹, 기타 시장 조사 방법 및 접근 방식을 수행합니다. 문의하기 다음 시장 조사 프로젝트를 위해.