Van Westendorp Price Sensitivity Meter - PowerPoint PPT Presentation

Title: Van Westendorp Price Sensitivity Meter


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Van Westendorp Price Sensitivity Meter
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Determining the best price for product or a
service is a very common marketing research
question. I start my conversation with a customer
asking whether their merchandise has all its
features set or if they also have to test a vast
range of features other than price. If they're
testing variable features in addition to price,
we start to speak about conjoint (see below for a
video on the current state of affairs in
conjoint). Nevertheless, if they inform me that
their merchandise features are put plus they only
wish to look at price, one of the things well
likely discuss is the Van Westendorp Price
Sensitivity Meter (lets just call it VW).
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They'd like to look like they're buying product
that priced, if not a bargain, when price
customers spend, reveals Conjoint.ly. To lure
these shoppers you need a combination of
automation and intelligence - a market
intelligence solution that is good.
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Here are a few ways you re-evaluate your
marketing and advertising methods to enhance
sales and can depend on a solution for
information. Take a leaf from this fairy tale,
Goldilocks and this Three Bears, if you wish to
receive your pricing right. Goldilocks was a girl
who didn't think for her, in extremes, everything
had to be right. She didn't eat porridge that was
overly cold or too hot, and nor did she deign to
sit down on a seat that was too little or too
large. Just like Goldilocks, you need to make
sure your price is high that your products are
seen as quality, and yet not so that customers
turn to your opponents.
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Compare your costs against your competitors using
a tool and create a pricing strategy that is
smart. A strategy does not mean that costs should
be slashed by you or offer discount rates to pull
price conscious clients. Monitor your opponents
daily to check if you're overpricing, but don't
consider under-pricing. The latter won't just eat
into your profit margins, but can also generate a
perception of low quality. Your price should be
competitive and convincing enough to lead the
competition, drive earnings and generate better
margins. For optimum results, use a solution that
offers accurate and up-to date intelligence.
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The volatility of the marketplace is such that
you'll have to continuously be in search of
changes. Time is important with regards to
revising your strategies, particularly in case of
promotions. Beginning a promotion strategy later
than your opponents translates into significant
losses for you. A solution intelligent enough may
help you design a timely promotion strategy by
monitoring your discount rates against the
competition. Up-to date intelligence enables you
to make snap decisions which might have great
impact on your company. Even the sensible ones,
are willing to make a purchase, but the item is
either not accessible or out-of stock. If you
don't have the right stock at the right time,
you're losing out on revenue and giving clients
the impression of mismanagement.
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I was lately corresponding with a colleague and
the discussions led me to look back in the
original VW paper (Peter H. van Westendorp
(1976), NSS -- Price Sensitivity Meter (PSM) --
A New Approach to Consumer Perception of Prices,
at Venice Congress Main Sessions. Amsterdam
European Marketing Research Society (ESOMAR),
139-167.) In my conversations with Dave, one of
the problems that arose was the way many
contemporary researchers figure out the purpose
of cheapness. Are researchers incorrectly
calculating VWs outputs? What would van
Westendorp himself say about it? How about a
little history before going into this stage?
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The Questions In the VW technique, Respondents
are asked 4 key questions related to their price
anticipation for a service or product! Price
where product/service will be a bargain Price
where it would start to get pricey Price where
it would be so inexpensive that calibre will be
doubted Price where it is too pricey to consider
These 4 questions are often referred to as
cheap, pricey, too cheap too pricey.
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What's the Output? VW gives us two central
points The indifference price tag (IDP).
Represents the (median) normal price in the
market or the price of a market leader. The
Perfect price tag (OPP) The spot where the
number of those who find the price acceptable is
maximized, and resistance to price changes is
minimized
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And top and bottom array numbers The purpose
of marginal cheapness (MGP). Marks the low end
of the Selection of acceptable prices The
purpose of marginal expensiveness (MDP). Marks
the high end of the Selection of acceptable
prices
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How Do I Get the Lines to Cross? The costly and
too costly lines represent increasing cumulative
frequency as price increases (i.e., the higher
the price goes, the more people think it's
costly) For the inexpensive and too inexpensive
lines, however, they have to be inverted, so that
as price goes up were showing the decreasing
cumulative frequency (i.e., the higher the price
goes, the fewer individuals think it's cheap).
The charts below show this inversion. Therefore,
Whats the Situation? Well, the central points
are fine -- IDP is where cross and OPP is where
too inexpensive and too pricey cross.
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We found the information very useful, so we thank
you for creating such a friendly tool for
conjoint analysis.Co-founder, Statum
HealthPhiladelphia, PA, USAhttp//www.conjoint.
online