Estimation of Willingness-to-Pay Theory, Measurement, Application /

• Main Author: Breidert, Christoph (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : DUV, 2006.
• Subjects: Business.; Marketing.; Business and Management.

To determine the willingness-to-pay (WTP) for products and/or services from a customer perspective is crucial for modern approaches to pricing. With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate WTP. It works as an additional interview scene appended to...

Table of Contents:

• Pricing in the Marketing Mix
• Willingness-to-Pay (WTP) in Marketing
• Measuring Willingness-to-Pay
• Conjoint Analysis
• Conjoint Analysis in Pricing Studies
• Price Estimation Scene (PE Scene)
• Empirical Investigation: Nokia study
• Summary and Main Findings.