The marketing manager of an automobile battery manufacturer is considering the prices that should be set for
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The manager commissioned a conjoint study in which 300 automobile owners were asked to rank their preferences among a set of alternative batteries, each containing different features and prices. Dummy-variable coding was used for the power-drain protection and backup battery variables. The price variable was coded in dollars. A regression analysis on the responses of these consumers produced the following regression coefficients:
Variable Coefficient
Presence of power drain protection…………….11.31
Presence of backup battery…………………….23.08
Price……………………………………………–0.82
(a) Based on this data, calculate an appropriate price to retailers for the Security model. Assume that retailers take a 40 percent gross margin on car batteries.
(b) Based on this data, calculate an appropriate price to retailers for the Security Plus model. Again, assume that retailers take a 40 percent gross margin on car batteries.
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Related Book For
Pricing Strategies A Marketing approach
ISBN: 978-1412964746
1st edition
Authors: Robert M. Schindler
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