[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”12px” text_line_height=”1.3em” min_height=”95.2px” custom_margin=”19px||-61px|-46px||” custom_margin_tablet=”19px||-61px|-46px||” custom_margin_phone=”0px||-61px|0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”5px||28px|||” global_colors_info=”{}”]<\/p>\n
An indirect approach, which allows determining the PRECISE OPTIMAL PRICE<\/span> of a product.<\/p>\n \u2192<\/span> For each price assumption, the consumer provides an intention to purchase or not.<\/p>\n \u2192<\/span> If the response is negative, the consumer provides a reason: too expensive or too cheap.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.21.0″ _module_preset=”default” width=”90.7%” min_height=”422.3px” custom_margin=”30px|auto|16px|auto|false|false” custom_padding=”0px|0px|0px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_column type=”3_5″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/kosresearch.com\/wp-content\/uploads\/2023\/09\/orange1-EN.png” title_text=”orange1 EN” _builder_version=”4.21.0″ _module_preset=”default” width=”98.5%” custom_margin=”||16px|||” custom_padding=”|3px|2px|||” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/kosresearch.com\/wp-content\/uploads\/2023\/09\/orange2-EN.png” title_text=”orange2 EN” show_bottom_space_tablet=”” show_bottom_space_phone=”” show_bottom_space_last_edited=”on|phone” _builder_version=”4.21.0″ _module_preset=”default” width=”116.7%” custom_margin=”||-19px||false|false” custom_padding=”|0px|7px|0px||” hover_enabled=”0″ global_colors_info=”{}” min_height_last_edited=”on|phone” sticky_enabled=”0″ width_last_edited=”on|phone” width_phone=”100.7%” width_tablet=”116.7%”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,1_5,3_5″ _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”|auto||auto|false|false” custom_padding=”||0px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_column type=”1_5″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”17px” custom_margin=”||22px|-204px||” custom_margin_tablet=”||22px|-204px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|||17px||” hover_enabled=”0″ custom_css_main_element=”.green{|| border: 2px solid #5ad824;|| color: white;||}” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n iiiiii<\/span>\u00a0 We offer a highly sensitive method for OPTIMALLY DETERMINING <\/span> the price of a product while considering the sensitivity of the target buyers. This approach allows us to:<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”17px” custom_margin=”||16px|-204px||” custom_margin_tablet=”||16px|-204px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|||17px||” hover_enabled=”0″ custom_css_main_element=”.red{|| border:2px solid red;|| color: white||}” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n iiiiii<\/span> Identify price thresholds to avoid, thus preventing potential loss of buyers.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”17px” custom_margin=”|||-204px||” custom_margin_tablet=”|||-204px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|||17px||” hover_enabled=”0″ custom_css_main_element=”.grey{|| color: white;|| border: 2px dotted #808080||}” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n iiiiii<\/span> Capture the price range within which the product is credible, avoiding underpricing or overpricing.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/kosresearch.com\/wp-content\/uploads\/2023\/08\/Color-cogs.jpg” title_text=”Color cogs” align=”right” _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”-29px||||false|false” custom_padding=”0px|||||” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#FFFFFF” text_font_size=”17px” text_letter_spacing=”1px” background_color=”#ed7d31″ min_height=”303.8px” custom_margin=”|||-50px||” custom_margin_tablet=”|||-50px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”3px|5px|3px|5px|true|true” custom_padding_tablet=”3px|5px|3px|5px|true|true” custom_padding_phone=”|5px||5px|true|true” custom_padding_last_edited=”on|phone” locked=”off” global_colors_info=”{}”]<\/p>\n KOS<\/b> has enhanced this approach by considering the competitive landscape, which is essential for reflecting real purchase behavior accurately. By testing various price assumptions, KOS evaluates the impact of a price decrease or increase of the product compared to its competitors and determines the price differentials to adopt.<\/p>\n The purchase intent tests consist of three sequences contextualized by competition:<\/p>\n \u2192 Preliminary sequence<\/b>: comparison of purchase intent without considering the prices of the tested product and competing products.<\/p>\n \u2192 Main sequence<\/b>: acceptance or rejection of the product at each price in the series under consideration.<\/p>\n \u2192 Validation sequence<\/b>: comparison of purchase intent with three price assumptions set by the brand for its commercialization (low price, expected price, high price).<\/p>\n These scenarios allow for the analysis of variations in purchasing behaviors for both the product and its competitors.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”|auto|0px|auto||” custom_padding=”10px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”18px” custom_padding=”10px|10px|10px|10px|true|true” border_radii=”on|19px|19px|19px|19px” border_width_all=”2px” border_color_all=”#f8630f” global_colors_info=”{}”]<\/p>\n This method based on the Gabor & Granger model provides an expanded perspective and allows you to:<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” min_height=”435.5px” custom_margin=”||-64px|||” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Stoetzel-Adam (1958) & Van Westendorp (1976)<\/strong>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.21.0″ _module_preset=”default” min_height=”153.2px” custom_margin=”-54px|auto||auto||” custom_padding=”||0px|||” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/kosresearch.com\/wp-content\/uploads\/2023\/08\/KOS-PSM.jpg” title_text=”KOS PSM” align=”right” _builder_version=”4.21.0″ _module_preset=”default” width=”100%” min_height=”101px” custom_margin=”|209px|-3px|||” custom_padding=”|0px|10px||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”12px” text_line_height=”1.3em” global_colors_info=”{}”]<\/p>\n An approach that directly asks the consumer to determine the THRESHOLDS that define the ACCEPTABILITY ZONE<\/span> of a product’s price. Data collection is done through 4 sequential questions:<\/p>\n \u2192<\/span> Above what price is the product considered too expensive? (at this price, the consumer does not buy it).<\/p>\n \u2192<\/span> Below what price is the product considered too cheap? (which would raise doubts about its quality).<\/p>\n \u2192<\/span> Above what price is the product considered expensive?<\/p>\n \u2192<\/span> Below what price is the product considered cheap?<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”4px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||-2px|||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/kosresearch.com\/wp-content\/uploads\/2023\/09\/orange3-EN.png” title_text=”orange3 EN” _builder_version=”4.21.0″ _module_preset=”default” width=”100%” min_height=”532px” custom_padding=”||0px|||” hover_enabled=”0″ border_radii=”on|38px|38px|38px|38px” border_width_all=”3px” border_color_all=”#ff6600″ global_colors_info=”{}” min_height_last_edited=”on|phone” sticky_enabled=”0″ width_last_edited=”on|phone” width_phone=”100%” height_last_edited=”on|phone” height_phone=”200px” max_height_last_edited=”on|phone” max_height_phone=”100%” min_height_phone=”100px” min_height_tablet=”532px” width_tablet=”100%”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”-28px|auto||auto||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”16px” width=”100%” custom_margin=”|||0px||” custom_margin_tablet=”|||-252px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|||0px||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”16px” width=”100%” custom_margin=”|||1px||” custom_margin_tablet=”|||-252px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|||0px||” hover_enabled=”0″ global_colors_info=”{}” custom_css_main_element=”.circle-green{|| color: #99ffcc;|| background-color: #99ffcc;|| border-radius: 30px;||}” sticky_enabled=”0″]<\/p>\n iiiii<\/span> The optimal high and low prices correspond to the prices that result in the fewest rejections. The narrower the gap between these prices, the more sensitive the product is to price variations.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”16px” width=”100%” custom_margin=”|||-2px||” custom_margin_tablet=”|||-252px||” custom_margin_phone=”|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|||0px||” hover_enabled=”0″ global_colors_info=”{}” custom_css_main_element=”.circle-red{|| color: #ffcccc;|| background-color: #ffcccc;|| border-radius: 30px;||}” sticky_enabled=”0″]iiiii<\/span> The maximum price and the minimum price are the credible boundaries not to be exceeded. Beyond these limits, trust in the brand can be compromised or a perceived mismatch between the product and the brand may occur.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|600|||||||” text_font_size=”18px” custom_padding=”10px|10px|10px|10px|true|true” border_radii=”on|19px|19px|19px|19px” border_width_all=”2px” border_color_all=”#f8630f” global_colors_info=”{}”]<\/p>\n \u2192\u00a0This method is particularly suitable when the product is a disruptive innovation, and the competitive context is underdeveloped or non-existent. However, this approach can overestimate price sensitivity and result in a very wide price range. To mitigate this effect and obtain a more precise range, KOS Research has adapted the method by considering the context of a similar competitive environment and limiting the range of proposed prices with realistic values for the brand.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”0px||0px|||” global_colors_info=”{}”][et_pb_row column_structure=”3_4,1_4″ _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”|auto|-36px|auto||” custom_padding=”0px||0px|||” global_colors_info=”{}”][et_pb_column type=”3_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”|700|||||||” text_font_size=”17px” global_colors_info=”{}”]<\/p>\nPRICE ACCEPTANCE DETERMINATION<\/span><\/strong><\/h3>\n
PURCHASE PRICE EVOLUTION<\/strong><\/span><\/h3>\n
\n
\u00a02 <\/span>\u00a0PSM (Price Sensitivity Measurement)<\/strong><\/span><\/h2>\n
\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u2192 An acceptable price range is determined<\/span><\/h3>\n
![](\"https:\/\/kosresearch.com\/wp-content\/uploads\/2023\/08\/Prix-acceptes.jpg\")
The accepted price range is the one where the purchase is not rejected due to the price and where most buyers are found. The proposed price should fall within this range.<\/p>\n