Presenter: Maha H

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PRICE RESEARCH

Table of contentsTopic S.no

Price research and Price elasticity 1.

Factors affecting pricing decisions 2.

Methods used in pricing Research 3.

Common issues to be resolved through pricing research

4.

Price Research is done to know what price should be set for a product or service.

The price of a product is affected by Price Elasticity, which shows the responsiveness ,

or elasticity of the quantity demanded of a good or service to a change in its price.

Factors that may affect pricing decisions:

Intermediaries objectives Competitor’s pricesSuppliersQuality implicationsNew product pricingChanges in income level or inflationMulti products pricing

Methods used in Price Research

Observation/Desk ResearchCustomer Price Responsiveness

*Buy response research*Propensity to purchase research

Few common issues to be resolved through pricing research

What price should be charged for the new product?

What price would consumers expect to pay?

What quantities are to be sold at different price levels?

What is the actual selling price of the competitive products in the

retail outlets?Effect of price changes on demand.

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