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| Title: | 消費者價格彈性與通路價格策略 - 以洋芋片為例
Consumer Price Sensitivity and Channel Pricing Scheme – A Case Study on Potato Chips |
| Authors: | 吳家萍
Wu, Jia Pin |
| Contributors: | 何富年
Ho, Foo Nin
吳家萍
Wu, Jia Pin |
| Keywords: | 價格敏感度
需求彈性
價格方案
price sensitivity
demand elasticity
pricing scheme |
| Date: | 2014 |
| Issue Date: | 2015-06-01 12:17:08 (UTC+8) |
| Abstract: | 消費者價格彈性與通路價格策略 - 以洋芋片為例
With modest increase of wage level and increasing inflation of raw material prices in Taiwan, manufacturers face pressure in maximizing profit with limited pricing power. Price and pack size management become keys for revenue maximization. The idea of this research originates from the observations from a price increase project of a key salty snack manufacturer in Taiwan. In the project, the manufacturer increased both pack size and price per gram of chip, aiming to sell bigger pack sizes in PX Mart, where shoppers are mainly housewives who buy for households. The price increase led to different outcomes in different channels due to shoppers’ different sensitivity. As a result, a choice-based conjoint (CBC) analysis was conducted to find out if shoppers in Convenient Store (CVS) and PX Mart have different sensitivities for potato chips. Also, pack sizes and different promotions are combined to test if deeper promotion depth can offset the negative impact from price increases. From the effect of different combinations, we offer recommendations on the optimal pack size and pricing strategy for the salty snack category in CVS and PX Mart, respectively. |
| Reference: | Thaler, Richard (1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4 (summer), 199-214
Kusum L. Ailawadi, Donald R. Lehmann, Scott A. Neslin (2001) “Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy”. Journal of Marketing: January 2001, Vol. 65, No. 1, 44-61
Rothschild, Michael L. (1987), “A Behavorial View of Promotion’s Effects on Brand Loyalty,” in Advances in Consumer Research, Vol. 14, Melaine Wallendorf and Paul Anderson, eds. Provo, UT: Association for Consumer Research, 119-120.
Kusum L. Ailawadi and Scott A. Nesline (1998), “The Effect of Promotion on Consumption: Buying More and Consuming It Faster. Journal of Marketing Research, Vol. 35, No. 3 (Aug., 1998), 390-398 |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
101933026
103 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101933026 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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Size | Format | |
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| 302601.pdf | 622Kb | Adobe PDF2 | 129 | View/Open |
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