Research Methods

Comparing Pricing Approaches in Conjoint Analysis

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About this presentation

Building on our paper presented at the A&I Conference 2023, this research extends the application of proportional pricing in conjoint analysis to manufacturer brands. It examines the effects of omitting explicit monetary values on consumer choice behaviour and, consequently, price elasticity. It also assesses how well proportional pricing method predicts real-world market performance, validating it as a useful alternative especially for complex product offerings where traditional monetary pricing is elusive.

Alexandra Chirilov
James Pitcher
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