La révélation en laboratoire des valeurs-clients pour des packs optionnels de véhicules automobiles

Laurent Muller (), Bernard Ruffieux (), Céline Astruc and David Blumenthal ()
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Laurent Muller: GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], INRA - Institut National de la Recherche Agronomique
Bernard Ruffieux: GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Céline Astruc: Renault SAS, DREAM/DETA/SEE - RENAULT
David Blumenthal: Renault SAS, DREAM/DETA/SEE - RENAULT

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Abstract: From the industrial point of view, the customer value is essential for the design and pricing of an innovation. This study proposes experimental protocols that allow the estimation of the customer value for three innovative automotive products in monetary terms. Protocols were adapted to the specificities of the automobile. For example, the car is an expensive and complex product (as is a subset of assembly) and thus does not allow the use of standard techniques from experimental economics based on auctions. We propose two alternatives: the beauty contest, which estimates the standard, and the leasing. Alongside the elicitation of customer values, this study also shows (i) super-additive values (and therefore complementary) of subsets and (ii) a significant impact of the market price level on the level of customer values.

Keywords: Customer value; Automotive; Experimental economics.; Valeur-client; Automobile; Economie expérimentale (search for similar items in EconPapers)
Date: 2016-05
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Published in InnovatiO - La revue pluridisciplinaire en innovation, 2016, 4

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02061463

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