Observation research

Market price can be determined using desk research or straightforward observation. This will indicate the highest and lowest market prices at which the product is sold and the range of pricing in between. The ruling price for a market is not necessarily calculated by a straight arithmetic average of the prices available. It is usual to take into account the fact that the ruling price in a market may be determined by the brand leader, particularly when the brand leader has a high level of market dominance. Ruling price may be calculated by multiplying market share by price, to produce a weighted average.

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