手法を比較

	ヴァン・ウェストンドルプ価格感受性メーター	支払意思額の推定
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	1993	1998
提唱者	Peter D. van Westendorp	Klaus Wertenbroch and Bernd Skiera
種類	Price perception measurement method	Price research methodology
原典	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.
別名	Price Sensitivity Meter, PSM, Van Westendorp Method	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation
関連	5	5
概要	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.