Price Sensitivity

Problem:

• Major manufacturer of luggage completed new product design on third entry into transportable hard-side luggage; intended positioning of the bag is moderately priced.
• Objective is to determine demand and expected price ranges for the new design

Approach:

• Mall intercepts conducted among adult females and males who use hardside luggage three or more times per year
• Respondents were exposed to luggage on a rotated basis and asked standard new product questions including likes, dislikes, preference and purchase intent, and four pricing questions for price sensitivity modeling