| The Role of Conjoint Analysis in the New Product Price Sensibility Research | Uloga conjoint analize u istra`ivanju cenovne osetljivosti novih
proizvoda |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2010.54.7 Number: 54 Volume: XV Year: 2010 UDC: 658.8.031 ; 338.516.49 [tmx] [bow] |
Marija Kuzmanović
Institution: Faculty of Organizational Sciences, University of Belgrade | Marija Kuzmanović
Institucija: Fakultet organizacionih nauka, Univerzitet u Beogradu |
Tijana Obradović
Institution: Faculty of Organizational Sciences, University of Belgrade | Tijana Obradović
Institucija: Fakultet organizacionih nauka, Univerzitet u Beogradu |
Abstract
It is very important that in the new product development process we should be able to predict its sales price. The
pricing strategy is largely responsible for whether the prospective customers will accept the new product as well
as for the income to be earned from its sale. In defining the pricing strategy it is necessary that, besides the price
elasticity, we pay attention to the customer demand elasticity, in terms of customer preferences, their perception
of value and the very situation in which the product is purchased. Many methods are at our disposal when it comes to obtaining a thorough insight into customers’ demands, and, in view of the presumptions on which they are
based, they yield different levels of useful information. This paper presents the model of individual elasticity of
demand and a review of methods most commonly implemented in pricing research with special emphasis on the
conjoint analysis. The conclusion that is drawn is that the traditional conjoint analysis and the choice based conjoint analysis are the methods that yield best results in pricing research conducted both in the early phases of the new product development and throughout their launching and the entire life cycle. | Apstrakt
U procesu razvoja novog proizvoda veoma je značajno predviditi njegovu prodajnu cenu. Strategija cena u mnogome određuje prihvatanje novog proizvoda od strane potencijalnih potrošača kao i prihode koji će se njegovom prodajom ostvariti. Prilikom definisanja strategije cene potrebno je, pored elastičnosti cene, obratiti pažnju i na elastičnost zahteva potrošača, u smislu potrošačkih preferencija, percepcije vrednosti i same situacije pri kupovini. Za dobijanje kompletne slike potrošačkih zahteva moguće je koristiti veći broj metoda, koje u zavisnosti od pretpostavki na kojima se baziraju, pružaju različit nivo korisnih informacija. U radu je predstavljen model individualne elastičnosti tražnje i dat je pregled metoda koje se u praksi najčešće koriste za cenovna istraživanja, sa posebnim naglaskom na conjoint analizu. Zaključak je da su tradicionalna conjoint analiza i conjoint analiza bazirana na izboru metode koje daju najbolje rezultate u cenovnim istra'ivanjama koja se sprovode kako u ranim fazama razvoja novih proizvoda, tako i tokom njihovog lansiranja i celog životnog ciklusa. |
| Pages: 51-58 | Strane: 51-58 |