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| Van Westendorp价格敏感度测量法× | 支付意愿估算× | |
|---|---|---|
| 领域 | 市场营销 | 市场营销 |
| 方法族 | Process / pipeline | Process / pipeline |
| 起源年份≠ | 1993 | 1998 |
| 提出者≠ | Peter D. van Westendorp | Klaus Wertenbroch and Bernd Skiera |
| 类型≠ | Price perception measurement method | Price research methodology |
| 开创性文献≠ | 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 ↗ | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ |
| 别名 | Price Sensitivity Meter, PSM, Van Westendorp Method | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation |
| 相关 | 5 | 5 |
| 摘要≠ | 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. |
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