使用Van Westendorp方法在建立消费者价值的基础上形成避孕用品的需求

підставі встановлення, споживчої цінності, T. Mahanova
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摘要

产品的价格是衡量消费者价值的主要指标之一。其备受争议的理想主义和唯物主义基础旨在确保两个对立面的利益:生产者-销售者和购买者。正确的定价决策,考虑到医药市场双方的需求,将有效地规范医药业务流程和供应系统。目的:以避孕药具为例,对Van Westendorp方法的认可;建立她们的消费者价值,以便在改进向乌克兰女性消费者提供避孕药具的制度方面作出进一步的理性决策。材料和方法。该研究使用了营销范韦斯特多普方法,该方法基于对乌克兰一个地区的育龄妇女的配额样本进行调查。主要计算采用MS Excel 2010软件进行。对420名妇女的调查使她们能够确定在年龄和收入配额方面最先进的药物避孕(激素、非激素和医疗产品)的最大支付意愿范围(最便宜和最昂贵的点)。结果表明,价格敏感性与社会经济指标有关。既定的最大支付意愿范围远远低于避孕药具的市场价格。唯一的例外是廉价和广泛使用的避孕用品(气雾剂和男用避孕套),这证实了使用营销研究方法来满足女性消费者需求的必要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Formation of the demand for contraceptives using the Van Westendorp method based on establishing consumer value
One of the main indicators of the consumer value of a product is the price. Its controversial idealistic and materialistic basis is aimed at securing the interests of two opposites: producer-seller and buyer. Correctly made pricing decisions, taking into account the requirements of both players in the pharmaceutical market, will effectively regulate the processes of the pharmaceutical business and the supply system. The aim: approbation of the Van Westendorp method on the example of contraceptives; establishing their consumer value for further rational decision-making regarding the improvement of the system for providing contraceptives to Ukrainian female consumers. Materials and methods. The research used the marketing Van Westendorp method based on surveying a quota sample of women of reproductive age from one of the Ukrainian regions. The main calculations were performed with MS Excel 2010 software. Results. The survey of 420 women enabled to set the maximum range of readiness to pay (the point of maximum cheapness and high cost) for the most advanced pharmaceutical types of contraception (hormonal, non-hormonal and medical products) in the age and income quotas. It was established that the price sensitivity depends on social and economic indicators. Conclusions. The established maximal ranges of willingness to pay are well below market prices for contraceptives. The exception is cheap and widespread contraception (aerosol and male condom), which confirms the need to use marketing research methods to meet the needs of the female consumer.
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