23.–25.04.2023 #prosweetscologne

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Die Kundenpsychologie steigender Preise von Süßwaren und Maschinen: Erkenntnisse aus der verhaltenswissenschaftlichen Preisforschung und Übertragbarkeit auf B2B und B2C-Märkte | Event on the ProSweets Cologne 2023 - Special Edition
Expert Stage

Psychology of Price Increases for Sweets and Machines: Insights from Behavioral Pricing Research and Applicability in B2B and B2C Markets.

from DLG e.V.
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ProSweets Cologne
DLG e.V.
Eschborner Landstr. 122
60489 Frankfurt
+49 69247880

The event

Many industries including sweets and snacks are characterized by increasing costs. However, many companies find it hard to do pass cost increases on to their customers by increasing prices. In this lecture, the speaker gives an overview of academic research on how customers perceive price increases, and what key factors are that contribute to a price increase perceived as acceptable. The speaker will also discuss the applicability of these insights in both B2C (sweets) and B2B (machines) markets.


Professor of Marketing