The relationship between customer value and pricing strategies: an empirical test
Anna Codini, Nicola Saccani, Alessandro Sicco
Journal of Product & Brand Management, 2012
Vol. 21 Iss: 7, pp.538 – 546
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Emerald Group Publishing Limited
Purpose – The paper seeks to fill a research gap that concerns empirical studies on value-based pricing in durable consumer goods. It aims to analyse the relationship between value for the customer and market prices in the washing machines market.
Design/methodology/approach – The customer value of a sample of 129 washing machine models is assessed through the conjoint analysis technique. It is then compared through a regression analysis to the market prices of the products.
Findings – The regression analysis reveals that the alignment between price and value for the customer is limited (only one of the two subsamples presents a positive dependence among the variables).