What do we know about...Pricing research
Choosing the right price for a new product is crucial, but researching it pre-launch can be hazardous. Pete Comley, Simon Godfrey Associates, evaluates the main pricing research techniques
Pete Comley
PRICE is one of the most important elements of a product mix. It can also be one of the most difficult areas of the product mix to research. This is because reaction to price varies by individual and the category and situation they are in.
For example, a housewife who habitually scours the shelves of Tesco for the cheapest drinks for her family...