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| 研究生： |
吳家萍 Wu, Jia Pin |
|---|---|
| 論文名稱： |
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 |
| 指導教授： |
何富年
Ho, Foo Nin |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 27 |
| 中文關鍵詞： | 價格敏感度 、需求彈性 、價格方案 |
| 外文關鍵詞： | price sensitivity, demand elasticity, pricing scheme |
| 相關次數： | 點閱：66 下載：11 |
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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.
1. Introduction 1
1.1. Research Background and Motivation 1
1.2. Purpose and Objective of the Study 2
2. Preliminary Studies 3
2.1. Positioning of Convenient Stores (CVS) and PX Mart 3
2.2. Consumption pattern of potato chip in relation to promotion effects 5
2.3. Price Increase Project Execution in B Company 6
2.3.1. Price up project details 6
2.4. Results of Price up in CVS and PX Mart 9
3. Research Methodology 11
3.1. Research Design 11
3.1.1. Hypothesis and assumption 11
3.1.2. Questionnaire format 11
3.1.3. Target segments 11
3.1.4. Target survey pool 11
3.2. Research Method 12
3.2.1. General Information 12
3.2.2. Conjoint Attributes 13
4. Survey Results 14
4.1. Respondents profile 14
4.2. Choice Based Conjoint (CBC) Analysis Results 16
4.3. Preference Analysis 18
4.4. Promotion Effect Simulation 19
4.4.1. Simulation for CVS shoppers 21
5. Managerial Recommendations 24
5.1. Manufacturers should nibble, not bite 24
5.2. Utilize discriminative pricing for different pack sizes 24
5.3. Set break-even point for sales decline and gross profit increase 25
5.4. Use promotions to off-set the negative impact from price increase 25
Reference 27
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
