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| 지불의사액 추정× | 반트 덴도르프 가격 민감도 측정법× | |
|---|---|---|
| 분야 | 마케팅 | 마케팅 |
| 계열 | Process / pipeline | Process / pipeline |
| 기원 연도≠ | 1998 | 1993 |
| 창시자≠ | Klaus Wertenbroch and Bernd Skiera | Peter D. van Westendorp |
| 유형≠ | Price research methodology | Price perception measurement method |
| 원전≠ | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ | Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165. link ↗ |
| 별칭 | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation | Price Sensitivity Meter, PSM, Van Westendorp Method |
| 관련 | 5 | 5 |
| 요약≠ | 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. |
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