Pricing Research Group
Head: Associate Professor John Dawes
Price is an important component of marketing strategy that directly affects profits. Price increases are likely to cause a decrease in sales, and price decreases are likely to have the reverse effect. But how can you predict the impact on volume as a result of a price change?
The Pricing Research Group within the Ehrenberg-Bass Institute conducts research on buyer response to price and price changes. Researchers in the Pricing Research Group specialise in the analysis of aggregated sales and pricing data to determine short-term and longer-term responsiveness to price.