政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/75457

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/75457

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政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/75457

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/75457

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:	[International MBA] Theses

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