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Elementary methods of demand evaluation 2 1
Содержание
- 1. Elementary methods of demand evaluation 2 1
- 2. 2 directions in demand assessment:statistical analysismarket intelligence
- 3. It is advisable to conduct a market
- 4. Consumer surveyQuestioning (of the group of existing
- 5. Useful information from the surveys is not
- 6. Identifying consumer preferences(Artificial conditions)conducting a controlled experimentThe
- 7. Market experiments(Actual market)RISK: CONSUMERS MAY NEVER RETURN!Identifying
- 8. Michigan, MIPrice elasticity and cross-elasticity of
- 9. Скачать презентанцию
2 directions in demand assessment:statistical analysismarket intelligence
Слайды и текст этой презентации
Слайд 3It is advisable to conduct a market survey in the
following cases:
qualitative variables, as tastes, preferences, or expectations of consumers will change
Слайд 4Consumer survey
Questioning (of the group of existing and potential customers)
How
do you respond to change of such variables as demand,
price, income, prices of other products and so on?Conclusions based on direct responses may be unreliable!
Слайд 5Useful information from the surveys is not obtained directly, but
indirectly!
EX:If people seem to be ignorant of the difference of
the prices of competing products, it can serve as a good indication that prices for this type of product the inelastic The effectiveness of the advertising campaign can also be evaluated on consumer awareness
Слайд 6Identifying consumer preferences
(Artificial conditions)
conducting a controlled experiment
The participants of this
experiment are given a small amount of money to purchase
certain items from the listThen change variables such as price of the goods or the price of competing goods
And study the reaction of consumers to changes made
The reliability of the information from this experiment?
Consumers know that they are being watched and behave unnaturally
Get valuable information about the demand in a parallel study of consumers (in different geographical areas)
Слайд 7Market experiments
(Actual market)
RISK: CONSUMERS MAY NEVER RETURN!
Identifying consumer preferences:
ЕХ: the
company may change the prices on the same goods in
different markets and compare the resultsUsing demographic statistics firms can experiment on multiple markets in order to determine the impact on demand of such characteristics as age, profession, education, family size
Consumers should not know that they are objects of the experiment
Otherwise they will change their behavior
Слайд 8 Michigan, MI
Price elasticity and cross-elasticity of the three groups
of oranges
FL, Florida
California, CA
California, CA
FL, Florida
Michigan, MI
