방법 비교

	Brand-Price Trade-Off	Van Westendorp Price Sensitivity Meter
분야	Marketing Research	Marketing Research
계열	Process / pipeline	Process / pipeline
기원 연도	1975	1976
창시자	British market-research practitioners (1970s); formalized within conjoint pricing (Bryan Orme)	Peter H. van Westendorp
유형	Sequential brand-at-price choice task for price elasticity and switching	Four-question survey method for perceived acceptable price ranges
원전	Orme, B. K. (2020). Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research (4th ed.). Madison, WI: Research Publishers LLC. ISBN: 9780972729772	Van Westendorp, P. H. (1976). NSS Price Sensitivity Meter (PSM) - A new approach to study consumer perception of prices. Proceedings of the 29th ESOMAR Congress, Venice, 139-167.
별칭	BPTO, Brand/Price Trade-Off, Brand-Price Trade-Off Analysis, Sequential Brand-Price Choice	PSM, Price Sensitivity Meter, Van Westendorp PSM, NSS Price Sensitivity Meter
관련	4	4
요약	Brand-Price Trade-Off (BPTO) is a pricing-research technique that measures how consumers trade off brand preference against price by presenting competing brands at varying prices and asking, repeatedly, which one they would buy. In the classic procedure the respondent chooses a brand from a set shown at given prices, and then the chosen brand's price is raised in the next round, forcing successive choices until the respondent switches to a cheaper alternative or to none. The sequence of switch points reveals how much of a price premium each brand can command before customers defect, mapping brand loyalty and cross-brand switching. Developed by British market researchers in the 1970s and conceptually rooted in the price-perception work of Gabor and Granger, BPTO is in effect a constrained, sequential choice experiment focused on brand and price. Modern practice analyzes the resulting choices with a logit model under random utility theory, yielding brand utilities, price elasticities, and a simulator for share under different competitive price scenarios. It remains popular for fast-moving consumer goods where brand-versus-price is the dominant decision.	The Van Westendorp Price Sensitivity Meter (PSM) is a survey technique that maps the range of prices consumers find acceptable by asking four open-ended questions about what price would seem too cheap, cheap (a bargain), expensive, and too expensive for a product. Introduced by Dutch economist Peter van Westendorp at the 1976 ESOMAR congress, it rests on the idea that consumers judge price not against a single point but against internal reference boundaries, below which quality becomes suspect and above which the product seems overpriced. From respondents' answers the analyst builds four cumulative distributions and reads off their intersections, which define an optimal price point, an indifference price point, and a range of acceptable prices bounded by the points of marginal cheapness and marginal expensiveness. Unlike methods that estimate a demand curve, PSM characterizes perceived price acceptability and is especially useful early in pricing, when little is known about a new product. It is quick, intuitive, and widely used, though it measures perception rather than purchase behavior or revenue.