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EBOOK
Author Breidert, Christoph.
Title Estimation of Willingness-to-Pay : Theory, Measurement, Application.
Imprint Wiesbaden : Deutscher UniversitSts-Verlag : GWV Fachverlage, 2006.

LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
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Series Gabler Edition Wissenschaft
Gabler Edition Wissenschaft.
Subject Willingness to pay.
LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
View online
Series Gabler Edition Wissenschaft
Gabler Edition Wissenschaft.
Subject Willingness to pay.
Description 1 online resource.
Bibliography Note Includes bibliographical references.
Contents Preliminary; Introduction; 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; Back matter.
Summary 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 conjoint analysis and offers the respondents a dynamically generated sequence of product choices with assigned prices. The customers indicate whether they would actually purchase the presented product profiles. The PE scene is tested in an empirical investigation in which the WTP of the customers of the Nokia online shop in Germany was estimated for different product bundles.
Note Print version record.
ISBN 9783835092440 (electronic bk.)
3835092448 (electronic bk.)
3835092448
3835003992
9783835003996
OCLC # 262826766
Additional Format Print version:Breidert, Christoph. Estimation of willingness-to-pay : theory, measurement, application (OCoLC)162401717