Bei einer Nachfrageorientierten Pricing policy versucht ein Unternehmen, den Preis an die Nachfrage des bereits auf dem Markt bestehenden Produktes anzupassen.
the Product life cycle in the market starts with the introduction and ends with the market saturation. By increasing the price, it can be determined how many customers are still willing to pay the increased price for the product.
Example of demand-oriented pricing policy
- 100 people buy 1 portion of French fries every day and pay EUR 2.00 for it
(= EUR 200 income)
- the price is increased to EUR 2.50
- now only 60 people buy 1 serving
(= 150 EUR income = loss of income of 50 EUR compared to the old price)
As a result, the company has suffered a customer loss of 40%. The company must now consider whether it can still sell economically at the price.
The loss of customers can be problematic if a competing company in the vicinity offers the fries at a lower price. Due to the suction effect, in addition to the loss of customers, other customers can migrate to the competition.
In order to justify the higher price, it is advisable to emphasize added value for the customer.