Comparer des méthodes

	Estimation de la disposition à payer	Le barème de sensibilité au prix de Van Westendorp
Domaine	Marketing	Marketing
Famille	Process / pipeline	Process / pipeline
Année d'origine	1998	1993
Auteur d'origine	Klaus Wertenbroch and Bernd Skiera	Peter D. van Westendorp
Type	Price research methodology	Price perception measurement method
Source fondatrice	Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469.	Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165.
Alias	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation	Price Sensitivity Meter, PSM, Van Westendorp Method
Apparentées	5	5
Résumé	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.	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.