A REVIEW OF METHODS FOR MEASURING WILLINGNESS-TO-PAY
作者： Christoph Breidert , Thomas Reutterer , Michael Hahsler
DOI:
关键词: Point (typography) 、 Willingness to pay 、 Computer science 、 Relevance (information retrieval) 、 New product development 、 Product (category theory) 、 Marketing management 、 Scopus 、 Management science 、 Public relations 、 Publication
摘要: Knowledge about a product’s willingness-to-pay on behalf of its (potential) customers plays crucial role in many areas marketing management like pricing decisions or new product development. Numerous approaches to measure with differential conceptual foundations and methodological implications have been presented the relevant literature so far. This article provides reader systematic overview these competing associated schools thought, recognizes their respective merits discusses obstacles issues regarding adoption measuring willingness-to-pay. Because practical relevance, special focus will be put indirect surveying techniques and, particular, conjoint-based applications discussed more detail. The strengths limitations individual are evaluated from managerial point view.
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