Case Study: Customer Purchasing Behavior
What Do Your Customers Value When Making Purchasing Decisions?
This materials manufacturer learned what their customers value most and how best to implement price changes that align with customer values and expectations.
The Challenge
A materials manufacturer was looking for better insight from the market and its distributor partners to help inform its list price strategy. They were not sure if their current list prices were in-line with market expectations and how important pricing was for customers. Additionally, the business wanted to identify opportunities for differentiation from competitors and alternative products.
The Solution
INSIGHT conducted 29 in-depth interviews with end-users and distributors in the oil and gas as well as municipal water market segments. Through our interviews and analysis, we found low price sensitivity among end users as well as high barriers to switching. We also surfaced key competitive advantages that could enhance product differentiation.
