| dc.description.abstract | This thesis investigates the optimal pricing strategy for Resani, a company specialising in data-driven hand hygiene solutions. Using conjoint analysis, the study aims to identify and quantify consumer preferences, determine the relationship between part-worth utilities and examine willingness to pay for different product attributes across different user groups and countries (Norway and India).
Key findings include significant variations in consumer preference across user segments and geographies, with ‘dashboard features as the key attribute for purchasing decisions with a high marginal willingness to pay (MWTP), especially in the Norwegian market. Price emerged as the second most influential attribute, with notable variations in price sensitivity observed between the Norwegian and Indian markets. Furthermore, the Gabor-Granger technique suggested an optimal price point of Nok 322 per month for Norway and INR 1000 in India.
The research contributes to the literature on pricing medical devices using conjoint analysis, particularly data-driven hand hygiene solutions. It underlines the importance of a data-driven and customer-centric approach to pricing decisions in healthcare technology. Future research could include broader market analysis, a larger sample size and exploring the impact of external factors on pricing strategy. | |