Consumer Preferences and Product-Line Pricing Strategies: An Empirical Analysis

Topics:
Competitive Pricing,
Pricing Strategy
Tags:
Analysis,
Marketing,
Marketing Research,
Pricing,
Product Line,
Stanford University
Source:
Stanford University

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Overview: Firms often differentiate their product lines vertically to capture consumers' differential willingness to pay for quality. Additionally, many firms offer products varying not in quality but in characteristics such as scent, color, or flavor that relate to horizontal differentiation. To better understand these product-line pricing strategies, address two key issues. First, how do consumers perceive product line and flavor attributes' Second, given consumers' preferences.

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Format: PDF | Size: 214KB | Date: Feb 2005 | Pages: 28

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