手法を比較

	支払意思額の推定	市場セグメンテーション分析
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	1998	1980
提唱者	Klaus Wertenbroch and Bernd Skiera	Philip Kotler and William Perreault Jr.
種類	Price research methodology	Statistical segmentation methodology
原典	Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469.	Wedel, M., & Kamakura, W. A. (2002). Introduction to the Special Issue on Market Segmentation. International Journal of Research in Marketing, 19(3), 181-183.
別名	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation	Customer Segmentation, Market Partitioning
関連	5	5
概要	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.	Market Segmentation Analysis is a systematic approach to dividing a heterogeneous market into smaller, homogeneous groups (segments) that share similar needs, behaviors, preferences, or characteristics. Developed through advances in statistical clustering and customer analytics, this methodology enables companies to tailor marketing strategies, product offerings, and customer experiences to specific audience groups rather than treating the market as a single entity.