{"id":13329,"date":"2022-02-15T04:38:43","date_gmt":"2022-02-15T04:38:43","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/using-b2b-market-research-to-develop-a-solid-pricing-strategy\/"},"modified":"2022-02-15T04:38:43","modified_gmt":"2022-02-15T04:38:43","slug":"using-b2b-market-research-to-develop-a-solid-pricing-strategy","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/using-b2b-market-research-to-develop-a-solid-pricing-strategy\/","title":{"rendered":"Using B2B Market Research to Develop a Solid Pricing Strategy"},"content":{"rendered":"

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Figure 2 documents the value contribution of each level of each attribute. If we look at the first attribute \u2013 graphics \u2013 as an example, we can see that including graphics in the overall product results in an average value of 5 with a range from 3.3 up to 6.2. Charging $1,000 for graphics results in an average value of just over 4 with a range from 2.8 to 5.8.<\/p>\n

Looking more broadly, the conjoint analysis suggests that by including graphics and not charging for print changes creates enough value to offset the jump in price from $6,000 to $7,000. So, offering a product that has these two elements at $7,000 would provide the customer the same value as a product without either element priced at $6,000.<\/p>\n

Since conjoint analysis is valid at the individual level, results can be aggregated to form segment and market profiles that can be used to estimate market share under various circumstances and to test response to new product concepts.<\/p>\n

Van Westendorp Price Sensitivity Analysis<\/strong><\/p>\n

A second powerful pricing tool is van Westendorp Price Sensitivity Analysis (PSA). Van West, as it is sometimes abbreviated, determines a range of acceptable prices and an optimal price point based on an analysis of price\/value ratings. The analysis is based on responses to four questions:<\/p>\n