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Was sind Kunden zu zahlen bereit? - Ein Vergleich der Open-Ended-, Gabor-Granger- und Van-Westendorp-Methode

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  • Müller, Steffen
  • Heim, Nina
  • Matthys, Stefan

Abstract

Die Zahlungsbereitschaft gehört zu den wichtigen Informationsgrundlagen im Pricing. Zur Messung stehen verschiedene Verfahren zur Verfügung. In der Praxis werden oft direkte hypothetische Methoden eingesetzt. Es fehlen aber Erkenntnisse, ob sich diese in ihrem Ergebnis unterscheiden. Dieser Beitrag vergleicht die Open-Ended-, die Gabor-Granger- und die Van-Westendorp-Methode empirisch am Beispiel von Kaffeebohnen und gibt Empfehlungen für deren Einsatz.

Suggested Citation

  • Müller, Steffen & Heim, Nina & Matthys, Stefan, 2022. "Was sind Kunden zu zahlen bereit? - Ein Vergleich der Open-Ended-, Gabor-Granger- und Van-Westendorp-Methode," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(1), pages 10-15.
    • Handle: RePEc:zbw:hsgmrs:276171
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    References listed on IDEAS

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    1. Hofstetter, Reto & Miller, Klaus M. & Krohmer, Harley & Zhang, Z. John, 2021. "A de-biased direct question approach to measuring consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 70-84.
    2. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
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