Comparer des méthodes

	Le barème de sensibilité au prix de Van Westendorp	Estimation de la disposition à payer
Domaine	Marketing	Marketing
Famille	Process / pipeline	Process / pipeline
Année d'origine	1993	1998
Auteur d'origine	Peter D. van Westendorp	Klaus Wertenbroch and Bernd Skiera
Type	Price perception measurement method	Price research methodology
Source fondatrice	Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165.	Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469.
Alias	Price Sensitivity Meter, PSM, Van Westendorp Method	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation
Apparentées	5	5
Résumé	The Van Westendorp Price Sensitivity Meter is a market research method developed by Peter van Westendorp in 1993 for assessing consumer price perception and estimating willingness-to-pay ranges without directly asking customers their maximum price. The method uses four simple questions about price acceptability, yielding estimates of optimal price, acceptable price range, and price perception zones.	Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception.