Metody badania cenowej wrażliwości nabywców
Testing methods of the price sensitivity of buyers

Summary/Abstract: The studies the results of which are the basis for price decisions include many different areas. One of the crucial areas having a major impact on the process of making optimal price decisions in enterprises is research on the price sensitivity of buyers. The article presents the most important aspects of the study: –– tendency of buyers to make purchase at a given price level, –– psychological tendency to accept a given price, –– perception of the relationship between a price and other product attributes. Attention is paid in particular to these methods which are most commonly used by modern enterprises: the price ladder, monadic test, the Juster Scale measure and the Price Sensivity Measurement.

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