การวิจัยตลาดการกำหนดราคา

By investing in pricing market research, companies can avoid the pitfalls of overpricing or underpricing, ensuring 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. 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.

When to Conduct Pricing Market Research

One of the most strategic moments to engage in this research is ก่อนที่จะเปิดตัวผลิตภัณฑ์หรือบริการใหม่. 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 must 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 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. 

ข้อควรพิจารณา

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.

เข้าใกล้

SIS International นำเสนอแนวทางการวิจัยแบบบูรณาการ ความครอบคลุมทั่วโลก และความเชี่ยวชาญเพื่อนำเสนอ "มุมมองตลาดเต็มรูปแบบ" แนวทางการวิจัยแบบบูรณาการของเราใช้การวิจัยและข้อมูลอัจฉริยะหลายระดับเพื่อนำเสนอข้อมูลเชิงลึกที่สมบูรณ์เกี่ยวกับภาพรวมตลาดทั้งหมดที่จำเป็นสำหรับกลยุทธ์การกำหนดราคา ในการวิจัยตลาดการกำหนดราคา เราตรวจสอบปัจจัยต่อไปนี้:

• ลูกค้า
• คู่แข่ง
• บริษัท
• วัฒนธรรม
• ห่วงโซ่อุปทาน

บริการวิจัยตลาดการกำหนดราคาที่สำคัญ ได้แก่ :

• การวิเคราะห์โครงสร้างต้นทุน
• การวิเคราะห์ต้นทุนคงที่และผันแปร
• การวิเคราะห์รายได้
• การวิเคราะห์ความสามารถในการทำกำไร
• การวิเคราะห์จุดคุ้มทุน
• ราคาของคู่แข่ง
• กลยุทธ์การกำหนดราคา
• กรอบราคา (ในใจผู้บริโภค)
• การพยากรณ์ราคา
• ความยืดหยุ่นของราคา

จิตวิทยาราคา

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.

การวิเคราะห์ร่วมกัน

การวิเคราะห์ร่วมคืออะไร?

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 correspond to the attributes of the product being measured. They are then asked to choose between those products based on their attributes and again based on a rotation of attributes.

A regression analysis, a type of statistical analysis that compares averages, would then be run on the data for each respondent, resulting in the value of each attribute. Linear or logistic regression can be run depending on the survey design. By using a sub-set of all possible products and sets of features, we ask about only a few of the possible products to predict the attractiveness of all possible products. 

ต่อไปนี้เป็นปัจจัยที่ต้องพิจารณาเมื่อคิดถึงการวิเคราะห์แบบร่วม:

• Conjoints may not explain the interaction effects between attributes well.  Qualitative research can augment understanding in that regard.
• ใช้งานไม่ได้หากคุณไม่ทราบคุณสมบัติที่เกี่ยวข้องที่จะรวมไว้
• Conjoint เป็นแบบคงที่ และไม่ได้อธิบายว่าสิ่งต่างๆ จะเชื่อมโยงกันอย่างไรเมื่อเวลาผ่านไป
• ถือว่าผู้เข้าร่วมทราบถึงคุณลักษณะต่างๆ

แนวทางของ Gabor Granger และ Van Westendorp

The Gabor Granger method is a pricing technique in which respondents are asked how likely they are to buy the product at various stated price levels. All tested prices should be presented in random order.

There are a few considerations to keep in mind with Gabor Granger. Market segments can react differently to the exact pricing, impacting marketing strategy.   Outside of customers’ value considerations, costs and profits impact pricing policy.

Another metric is the Van Westendorp PSM (Price Sensitivity Meter), a battery of four questions. After being presented a description of the product or service, respondents are then asked:

1. คุณคิดว่าผลิตภัณฑ์มีความคุ้มค่าในราคาเท่าใด เพราะเหตุใด ["ราคาถูก"]
2. คุณจะบอกว่าสินค้าเริ่มแพงที่ราคาเท่าไหร่แต่ก็ยังจะพิจารณาซื้ออยู่ เพราะเหตุใด ["แพง"]
3. สินค้าจะมีราคาแพงมากจนคุณไม่เคยคำนึงถึงราคาเท่าไร? ["แพงเกินไป"]
4. สินค้าจะมีราคาถูกมากจนคุณสงสัยในคุณภาพราคาเท่าใด [“ถูกเกินไป”]

Divisions often duel over pricing strategies’ focus, emphasizing costs, market pricing, market penetration, profit maximization, differentiation and value. On a global level, standardized pricing may bring success in one region but may bring new challenges in another. If companies implement competitive pricing strategies, competitive reactions may immediately impact sales. 

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.

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. 

For highly elastic products, even small price increases can lead to significant drops in demand, making it essential for businesses to consider their pricing decisions carefully. 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

เอสไอเอส อินเตอร์เนชั่นแนล’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 to set prices that align with market dynamics and customer expectations. 

การลดความเสี่ยง:

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 too high or too low, by clearly understanding market conditions and customer responses. 

ปรับปรุงประสิทธิภาพการตลาด:

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

เร่งการเติบโตและนวัตกรรม:

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 ที่เพิ่มขึ้น:

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.

การวิจัยราคาที่แข่งขันได้

ซิส conducts Strategy Research to provide data and insights about the competitive reactions to pricing strategies.  SIS is a leader in competitive analysis and was a founding member of the SCIP organization, which specializes in Strategic and Competitive Intelligence.  We provide War Gaming, Competitive Benchmarking and customized competitive reports related to pricing.

สถานที่ตั้งโรงงานของเราในนิวยอร์ก

11 E 22nd Street, ชั้น 2, นิวยอร์ก, NY 10010 T: +1(212) 505-6805

เกี่ยวกับ เอสไอเอส อินเตอร์เนชั่นแนล

เอสไอเอส อินเตอร์เนชั่นแนล เสนอการวิจัยเชิงปริมาณ เชิงคุณภาพ และเชิงกลยุทธ์ เราให้ข้อมูล เครื่องมือ กลยุทธ์ รายงาน และข้อมูลเชิงลึกเพื่อการตัดสินใจ นอกจากนี้เรายังดำเนินการสัมภาษณ์ การสำรวจ การสนทนากลุ่ม และวิธีการและแนวทางการวิจัยตลาดอื่นๆ ติดต่อเรา สำหรับโครงการวิจัยการตลาดครั้งต่อไปของคุณ