Titlebook: Estimation of Willingness-to-Pay; Theory, Measurement, Christoph Breidert Book 2006 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wie

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Conjoint Analysis in Pricing Studies,This chapter discusses how pricing studies are performed when conjoint analysis is applied. The general approach is to include price in the conjoint study as yet another attribute. We will explain how this is done, and review a selection of publications which explicitly focus on the estimation of willingness-to-pay (WTP).

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Introduction,the customers is the cornerstone to successful pricing. Unexploited diversification and pricing potentials are often the main driving forces for dramatic price developments and the origin for diversified product offerings.

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Pricing in the Marketing Mix,ure in which pricing strategies were developed alongside with the development of a marketing strategy are present. The main objective of this is to familiarize the reader with pricing research in the context of marketing. The importance of pricing also explains the great interest in the topic the ma

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Willingness-to-Pay (WTP) in Marketing,ds. It is important for the marketer to predict how many of the offered products will be bought at different prices. To predict the demand for different products at different prices the marketer needs a profound understanding of the reaction of his or her customers to different pricing schedules.

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Measuring Willingness-to-Pay,ot conduct pricing research and as a result do not have a serious pricing strategy in a marketing sense. They rather have something that could be called an intuitive pricing strategy. Several studies indicate that only 8% to 15% of the companies conduct serious pricing research to develop effective

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Price Estimation Scene (PE Scene),to have a surveying instrument that can estimate willingness-to-pay at the individual level based on each respondent’s provided information only. The method is as an additional interview scene which is an extension to conjoint analysis. We call this new interview scene “Price Estimation Scene” (PE s

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