The Gabor-Granger pricing method determines the price elasticity of products and services. Developed by two economists, Andre Gabor and Clive Granger, it has been used since the 1960s. It is particularly useful when: You want to get a directionally correct estimate for willingness to pay for the product; You want to find revenue-optimizing price points; All the other components (or attributes) of the product or service are fixed and cannot be changed; You only want to look at your brand or SKU without considering competition.
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