Efectos de los cambios de precios en el valor de la cartera de clientes: estudio del caso de la venta online de carne de ternera ecológica

In this work, price sensitivity of customers of a company dedicated to the sale of organic beef has been evaluated, as well as the impact of price decisions on sales, using actual data of the firm. In addition, the study discusses customer value of the online channel of the studied company, including the identification of consumer segments more or less profitable. Thus, the efficient management of the portfolio of clients and the optimization of its value require applying different efforts to recruit, retain and develop customers, depending on their potential profit.