New products vs. pricing


No other question is more interesting than how much a consumer is willing to pay for a specific product. Therefore it is of vital importance to know, how consumers evaluate specific product characteristics und how these influence their willingness to pay a certain price. The higher the transparency is the better all possible potentials may be exploited.

Conjoint analyses enable to optimally skim the willingness to pay for certain products. This method is based upon:

  • Identification of prospective customer types and their spreading
  • Surveys of a sophisticated evaluation of the product’s characteristics

Conjoint analyses form the basis for differentiated profit-optimizing price models.

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