Price elasticity : research on magnitude and determinants / Evelyn Friedel.

Format:

Book

Author/Creator:

Friedel, Evelyn, 1978- author.

Series:

Schriften zu Marketing und Handel, 1862-605X ; Band 16

Language:

English

Subjects (All):

Pricing.

Elasticity (Economics).

Prices.

Physical Description:

1 online resource (204 p.)

Place of Publication:

Frankfurt am Main ; New York : Peter Lang, [2014]

Language Note:

English

Summary:

Price is a fundamental profit driver. It is by far the most sensitive profit lever that managers can influence. Very small price changes translate into enormous changes in profit. Price elasticity indicates how sensitively consumers react to price changes. Not only the knowledge about the magnitude of price elasticity, but also the knowledge about the determinants influencing the price reaction is essential. It is crucial for the development of a successful marketing strategy to understand how price elasticities vary with market and product characteristics. Reflecting the academic and manageri

Contents:

Cover; Foreword; Preface; Contents; List of Figures; List of Tables; 1 Aim of Research and Overview; 1.1 Relevance and Contribution of the Research; 1.2 Outline of the Research; 2 Foundation of Research; 2.1 Conceptual and Theoretical Background; 2.1.1 Definition and Explanation of Price Elasticity Concept; 2.1.2 Price Elasticity in Relationship to Price Response Function; 2.1.3 Price Elasticity and Price Optimization; 2.1.4 Terminology and Related Concepts; 2.2 Prior Research; 2.2.1 Magnitude of Price Elasticity; 2.2.2 Determinants of Price Elasticity; 3 Data; 3.1 Academic Publications

3.1.1 Data Collection3.1.2 Overview of Selected Studies; 3.2 Consulting Projects; 3.2.1 Data Collection; 3.2.2 Overview of Selected Projects; 4 Magnitude of Price Elasticity; 4.1 Insights from Academic Publications; 4.1.1 Overview and Analysis of Price Elasticity Data; 4.1.2 Analysis of Selected Product Categories; 4.2 Insights from Consulting Projects; 4.2.1 Overview and Analysis of Price Elasticity Data; 4.2.2 Analysis of Selected Product Categories; 4.3 Summary; 5 Determinants of Price Elasticity; 5.1 Insights from Academic Publications; 5.1.1 Market Share; 5.1.2 Competition

5.1.3 Premium Positioning and Quality5.1.4 Brand Ownership; 5.1.5 Direction of Price Change; 5.1.6 Customer Characteristics; 5.2 Insights from Consulting Projects; 5.2.1 Selection of Determinants; 5.2.2 Coding of Determinants; Product and Market Characteristics; Degree of Differentiation; Quality; Type of Brand; Absolute Price Level; Stage of Product Life Cycle; Stage of Product Life Cycle; Level of Competition within Market; Price Transparency; Level of Product Complexity; Frequency of Purchase; Type of Market; Research Methodology; Price Anchor; Volume Measurement; Item Level

Method Used to Derive Price Response FunctionGeneral Information about the Project; 5.2.3 Expected Relationship of Determinants with Price Elasticity; Product and Market Characteristics; Degree of Differentiation; Quality; Type of Brand; Absolute Price Level; Stage of Product Life Cycle; Level of Competition within Market; Price Transparency; Level of Product Complexity; Frequency of Purchase; Type of Market; Research Methodology; Price Anchor; Volume Measurement; Item Level; Method Used to Derive Price Response Function; 5.2.4 Analysis of Determinants

5.2.4.1 Analysis of Determinants - Average Price Elasticity5.2.4.2 Analysis of Determinants - Price Elasticity for a Price Decrease; 5.2.4.3 Analysis of Determinants - Price Elasticity for a Price Increase; 5.2.4.4 Synthesis of Results; 5.2.5 Industry Specific Aspects; Automotive Industry; Fast Moving Consumer Goods; Industrial Goods; Away from Home Food; Logistics; Consumer Durables; Pharmaceuticals and Medical Technology; 5.3 Summary; Market, Product and Customer Characteristics; Market Share; Level of Competition; Premium Positioning and Quality; Type of Brand; Brand Ownership

Direction of Price Change

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on print version record.

ISBN:

3-653-99257-5

3-653-04294-1