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Chpt 03 customer perception-driven pricing
1.
Tim J. Smith Pricing
Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures PowerPoint by Tim J. Smith, PhD Managing Principal, Wiglaf Pricing Adjunct Professor of Marketing & Economics, DePaul University © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2.
Chapter 3 Customer Perception
Driven Pricing Using Conjoint Analysis to Identify Value Trade-Offs and Define Prices © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3.
Agenda • How can
the perceptions of customers be used to set prices? • How can intangible value be quantified and used for pricing? • What is conjoint analysis and how does it use customer perceptions to inform pricing? • How does conjoint analysis compare to the other methods of price setting? • Which method of price setting is found to be the most useful for which kinds of pricing challenges? • Stretch Question: What is the value of a brand in monopolistic competition? © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4.
Customer Perception Driven
Pricing • With evolutionary products, Customers… – have experience with the product category – can conceptualize potential variations on those products – understand the value of the benefits delivered – hold price expectations – can make informed tradeoffs between competing alternatives. • Example – Breyer’s Ice cream with Hershey’s Chocolate Chips – Case Forklifts with automatic vs. manual transmissions – Security software bundled with online data backup offerings – Tide with color safe bleach © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5.
Why Conjoint • Conjoint
analysis provides much greater relevance and depth in price setting than other methods – Discriminates between the benefits of specific brands, product attributes, service levels, market segments – Narrower price bands than from Exchange Value Models – More insight and relevance than from pure Economic Price Optimization • Conjoint is pricing according to customer perceived value © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
6.
Conjoint creates Part-Worth
Utility Functions • Conjoint treats a product as a bundle of attributes, features, and benefits • The resulting attribute to value relationship is called a part-worth utility function. • The sum of the part worth utilities of a product is the consumer utility. • Can identify the willingness-to-pay by consumers for products that don’t exist yet – Researchers can explore alternative variations of a product, even products that do not yet exist, and identify the value customers would place on a product with the associated features – Can be useful in uncovering new product compositions and potential price points that customers would accept © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7.
Conjoint is a
Market Research Based Tool • As a market research technique, the quantification of value comes from the perspective of the customer, not the company • Has similar challenges to other market research techniques – Shows a snapshot of customer willingness to pay with limited ability to demonstrate how product valuations will evolve – Requires markets with many customers, not just a few (In B2B markets, this would include Seagull, not Hawk markets) © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
8.
Customer Valuations Vary •
Conjoint analysis can reveal the dispersion of value that different customers place on a product or its features – This dispersion can lead to a range of prices that appear to be acceptable to the market for a product – The acceptable prices range to come out of a conjoint analysis is much narrower than that from a raw exchange value model, but broader than that from economic price optimization • Dispersion of valuation between consumers can be meaningfully used to enhance profitability through Segmentation – Customers will place different value on a product than the producing firm, both greater and lower valuation – Greater valuations can derive from customers having alternative uses for a product than was originally intended by the producer, or from satisfying a need greater than was anticipated. – Lower valuations can derive from customers perceiving a wider variety of alternatives than originally anticipated, or no longer needing a set of benefits delivered. – If consumer dispersion between valuations of specific features can be aggregated into meaningfully different groups, conjoint analysis can form the basis of highly valuable market segmentation © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9.
Example: Mango Juice •
While fresh mango juice is common within tropical areas, it is harder to find in more northern latitudes • Potentially, a new hot consumer product • Mango juice is relatively expensive to produce in relation to other juices, such as grape or orange • Producers vary between offering pure Mango Juice and Mango Fruit Blends © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
10.
Attributes under Consideration •
32 ounce container of Mango Juice has been determined • Formulation: – Pure – Fruit Blend • Branding – National Brand – Boutique Brand • Price levels – $4 or – $7 • Each of three attribute is posed at two different levels for this example, but more attributes can be included and more levels can be considered © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11.
Attribute Alternatives Price Ingredient Ingredient Brand Pure
Mango Juice Premium Niche Brand $7 Mango Fruit Blend Premium Niche Brand $7 Pure Mango Juice Premium Niche Brand $4 Mango Fruit Blend Premium Niche Brand $4 Pure Mango Juice National Brand $7 Mango Fruit Blend National Brand $7 Pure Mango Juice National Brand $4 Mango Fruit Blend National Brand $4 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
12.
Rank Ordering Price Ingredient Ingredient Brand Pure
Mango Juice Premium Niche Brand $7 Rank = 6 Mango Fruit Blend Premium Niche Brand $7 Rank = 8 Pure Mango Juice Premium Niche Brand $4 Rank = 2 Mango Fruit Blend Premium Niche Brand $4 Rank = 4 Pure Mango Juice National Brand $7 Rank = 5 Mango Fruit Blend National Brand $7 Rank = 7 Pure Mango Juice National Brand $4 Rank = 1 Mango Fruit Blend National Brand $4 Rank = 3 • Research subjects are asked to rank order their preferences © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13.
Scoring The researcher
then proceeds to prepare the data for evaluation by scoring it from 0 to 7, where the lowest score is that which yields the lowest utility and the highest score yields the highest utility. Price Ingredient Ingredient Brand Pure Mango Juice Premium Niche Brand $7 Score = 2 Mango Fruit Blend Premium Niche Brand $7 Score = 0 Pure Mango Juice Premium Niche Brand $4 Score = 6 Mango Fruit Blend Premium Niche Brand $4 Score = 4 Pure Mango Juice National Brand $7 Score = 3 Mango Fruit Blend National Brand $7 Score = 1 Pure Mango Juice National Brand $4 Score = 7 Mango Fruit Blend National Brand $4 Score = 5 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
14.
Part Worth Utility Feature
Part Worth Utility Ingredient Pure Mango (2+3+6+7)/4 4.5 Fruit Blend (0+1+4+5)/4 2.5 Brand Premium Niche (2+0+6+4)/4 3.0 National (3+1+7+5)/4 4.0 Price $7 (2+0+3+1)/4 1.5 $4 (6+4+7+5)/4 5.5 • Part-worth Utility is found by averaging product scores among attribute • Part Worth Utility measured in Utils, an economist metric of utility. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
15.
Product Utility • To
find the utility of a product, we simply add the part worth utilities • We can see that the part-worth utility valuation creates the same utility ranking as was reported in the survey ranking Product Utility (Utils) Utility Ranking Pure Mango, Premium Niche Brand, $7 4.5 + 3.0 + 1.5 = 9.0 6 Mango Fruit Blend, Premium Niche Brand, $7 2.5 + 3.0 + 1.5 = 7.0 8 Pure Mango, Premium Niche Brand, $4 4.5 + 3.0 + 5.5 = 13.0 2 Mango Fruit Blend, Premium Niche Brand, $4 2.5 + 3.0 + 5.5 = 11.0 4 Pure Mango, National Brand, $7 4.5 + 4.0 + 1.5 = 10.0 5 Mango Fruit Blend, National Brand, $7 2.5 + 4.0 + 1.5 = 8.0 7 Pure Mango, National Brand, $4 4.5 + 4.0 + 5.5 = 14.0 1 Mango Fruit Blend, National Brand, $4 2.5 + 4.0 + 5.5 = 12.0 3 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
16.
Using Utils to
determine Price Differentials • Because price was one of the attributes being measured in the conjoint analysis, we can place a monetary value on Utils. – Over the price range from $7 to $4, the part- worth utility ranges from 5.5 to 1.5. – Thus, a differential Util is valued at $.75/util 5.15.5 4$7$ Util © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Potential Compelling Offers •
The preference value this participant places on a national brands versus boutique brands is 1 util, or $0.75. – The premium niche brand detracts value from the product for this participant with respect to national brands. • The preference value this participant places on a Pure Mango Juice versus a Mango Fruit Blend is 2 utils, or $1.50. – Purity in mango juice adds value for this participant. • Potential products. – Market a boutique brand of pure mango juice competing against an established national brand of mango fruit blend priced at $4 would have to market their product at a price less than $4.75 to attract this research participant. – $4.75 is found by adding the util difference between premium niche versus national (-1.0 utils) and the util difference between pure mango juice and mango fruit blend (2.0 utils), which yields 1 util, where 1 util is valued, by the customer, at $.75 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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The Larger Market •
Different customers will have different utility rankings, and therefore different part-worth utilities for the various attributes • The aggregate market’s part-worth utility for specific attributes is the average of the individual participants part worth utility. • If there are meaningful differences between groups of market research participants in their utility rankings, researchers can segment the market and uncover the utility different segments would place on different product compositions. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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5 Steps to
Conjoint Analysis 1. Attributes Definition 2. Stimulus Presentation 3. Response Measurement 4. Evaluation Criterion 5. Data Analysis © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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1. Attribute Definition •
The attributes and attribute level lists need to be full, relevant, and executable. – Conjoint can only value an attribute this is included in the research, and only within the range of levels examined – Adding more attributes quickly adds complexity, and costs, but also delivers more insight and flexibility • Attribute Types – Physical attributes – Performance benefits – Psychological positioning. • Attribute Levels – Thee attributes are examined at specific discrete levels, not on a continuous scale – Need to ensure that the levels span the dimension under investigation, but is fine enough to indicate intermediate points. – For example: Commuter bicycle the tires at three levels of narrow, medium, or wide width, or the selection could be expanded to include five levels with extra wide and extra narrow. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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2. Stimulus Presentation •
Verbal – “Brand: National” – The attribute is listed along with its level – Advantages: • simplicity in execution • efficiency in collection of data • variety in number of attributes and levels which can be considered in a single study © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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2. Stimulus Presentation •
Paragraph – “The brand would be a nationally well known brand.” – Attribute is described using natural language in complete sentences – Advantage: • provides a more realistic and complete description of the product which would lead to more reliable measurements of results. – Disadvantage: • Descriptions will be long • it limits the total number of descriptions to a small number © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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2. Stimulus Presentation •
Pictorial – Visual props used in an interview setting. – Advantage: • Realistic • Pictorial representations are more likely to accurately communicate the meaning of different attribute levels • Participants are less likely to suffer from information overload in reviewing multiple lists of features, • the task itself is more interesting and less fatiguing – Disadvantage: • the cost to prepare and present the stimulus can be high. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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3. Response Measurement •
Rank ordering – Nonmetric measurement – Participants are provided with a stack of cards where each card holds a product description or stimulus presentation. Participants are then asked to divide the cards into two halves of preferred and not preferred products, and then repeat the procedure of starting with the preferred half, moving through out the pile, until the ranking has been complete. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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3. Response Measurement •
Paired comparisons – Nonmetric measurement – Two products are presented at a time and the participant is asked to state their preference. Which commuter cycle do you prefer? Grey Disc Brakes 700x38C Street tires Made in China Well known brand Price is several dollars more than average Black Pivot Brakes 26” X 1.95” Rugged tires Made in the USA Unknown brand Price is average OR © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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3. Response Measurement •
Rating scales – Participants are asked to rate their level of interest in a product. – The scale can be continuous as shown in the exhibit or discrete, such as giving a product a rating between 1 and 100 in whole numbers – Functionally, researchers have shown that rating scales and rank ordering can yield similar results under many circumstances • Commuter Cycle – The cycle is Grey – The cycle has disc brakes – The cycle is better than average – The cycle is several dollars more than average – The cycle is made in China – The label on the cycle is a well known brand • Based on the information above, how likely is it that you would purchase this commuter cycle Not at All Likely Very Likely © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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4. Evaluation Criterion •
Criteria used to rank preferences – Overall Preference or Intention to Buy • Overall Preference – When studying more established markets, preference evaluation have been identified to be more useful in estimating market shares. • Intention to Buy – Suitable for new product classes and service that consumers to not purchase currently. – These studies help researchers estimate the potential market size. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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5. Data Analysis •
The type of data analysis that is conducted will depend upon the prior decisions regarding response type. • Rank ordering – Recognize that we don’t really know by how much one alternative is preferred over another. – We can only analyze the ordering of preferences through techniques such as monotone analysis of variance (MONANOVA), PREFMAP, or LINMAP. • Paired Comparisons – Participants have been asked to state their probability of choice, – LOGIT and PROBIT methods can be used to accommodate the fact that probabilities lie between zero and one. • Rating scores – Regression analysis such as ordinary least squares (OLS) or minimizing sum of absolute errors (MSAE). © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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A rose is
a rose by any other name • Conjoint Analysis is marketed under a variety of names – Discrete choice and tradeoff analysis are two of the more popular names – Regardless of name, each variant shares the same basic principles © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Summary • Conjoint analysis
tends to dominate pricing challenges with evolutionary, differentiated products • Conjoint analysis treats a product as a sum of its parts, including features, attributes and benefits • Conjoint analysis reveals the part-worth utility that customers place on specific attributes. • Dispersion between the part-worth utility functions of customers can be used to identify market segments and estimate market shares of products serving those market segments. • Project Plan: attribute definition, product description selection, response type selection, evaluation criterion, and data analysis © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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