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Implementing price increases : learnings from fast-moving consumer goods / submitted by Frank Sutterlüty
VerfasserSutterlüty, Frank
Betreuer / BetreuerinnenKoll, Oliver
ErschienenInnsbruck, May 2018
HochschulschriftUniversität Innsbruck, Masterarbeit, 2018
Datum der AbgabeMai 2018
Schlagwörter (DE)Preis / Preismanagement / Preisgestaltung / Preiserhöhung / FMCG
Schlagwörter (EN)FMCG / Fast-Moving Consumer Goods / Price / Price Increases / Price Change / Price increase implementation
Schlagwörter (GND)Konsumgut / Preispolitik / Preissteigerung
URNurn:nbn:at:at-ubi:1-20139 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
Implementing price increases [1.04 mb]
Zusammenfassung (Englisch)

Fast-moving consumer goods are omnipresent and part of our daily life. But research into their price building process and the influence of different factors on this process is a relatively newly discovered field of study. Only since panel data is accessible to researchers, quantitative investigations into possible patterns and regularities concerning behaviour of consumers regarding price changes are possible and meaningful. Within this thesis, ways of increasing prices of FMCGs and factors which can possibly positively influence these price increases are discussed and empirically examined. Approximately 15,000 observations of FMCGs from GfK and Kantar are taken into account in this quantitative study. Simple linear regression and mean comparison are used to analyse and interpret the occurrence of certain impacts on two direct relationships. First, price change on a change in market share and second, price change on a change in relative penetration. Analysis of both direct relationships provide indication for a negative relationship. Additional moderation analysis reveals that share of wallet, category purchase frequency, brand market share, assortment size and pack size all have a significant influence on the size of the formerly mentioned direct negative relationship of price change and market share change or change in relative penetration. Therefore, they possibly support the successfulness of a price increase implementation. These findings are discussed within literature and an empirical study and theoretical and managerial implications are derived. Concluding with the indication that there are factors which can influence the successful implementation of price increases.

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