To Pay or Not to Pay: Measuring Consumer Willingness to Pay in FMCG Markets

Marketers are naturally interested in how much consumers are willing to pay for their goods, and a number of techniques exist to help them do this. Professors Klaus Wertenbroch and Bernd Skiera examine some ways in which market researchers can establish the level of consumers’ Willingness To Pay (WTP) in fast moving consumer goods (FMCG) markets.

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1 Comment

  1. paper introduces market researchers to a procedure initially designed by Becker, DeGroot and Marshak in the sixties, known among economists as “BDM.”

    old Title: Measuring Consumer Willingness to Pay at the Point of Purchase

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