Articles / Price / Recommended Reading / Relationship

The relationship between customer value and pricing strategies

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

Shared by www.emeraldinsight.com/
Emerald Group Publishing Limited

Abstract
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).

(read more)

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s