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Schätzung von Zahlungsbereitschaftsintervallen mit der Choice-Based Conjoint-Analyse

Author

Listed:
  • Christian Schlereth

    (Goethe-Universität Frankfurt am Main)

  • Bernd Skiera

    (Goethe-Universität Frankfurt am Main)

Abstract

Zusammenfassung Für eine sinnvolle Preisgestaltung ist die Kenntnis über die Zahlungsbereitschaften von Konsumenten unerlässlich. Dabei wurde die Zahlungsbereitschaft immer als Punktschätzung aufgefasst, typischerweise als der Preis, der den Konsumenten indifferent zwischen Kauf und Nicht-Kauf des Produkts macht. Dieser Beitrag entwickelt ein Modell für die sehr populäre Choice-Based Conjoint-Analyse, das sehr leicht und ohne zusätzlichen Erhebungsaufwand Zahlungsbereitschaftsintervalle schätzt. Anhand einer empirischen Studie wird verdeutlicht, dass die Kenntnis von Zahlungsbereitschaftsintervallen vor allem interessante Einsichten über die Preissensitivität der Konsumenten sowie deren Kaufwahrscheinlichkeit bietet. Die Ergebnisse der Studie verdeutlichen zudem, dass die Schwankungen innerhalb des Zahlungsbereitschaftsintervalls für Produktkategorien groß sein können und dass das Ignorieren dieser zu nicht optimalen Preisentscheidungen führt.

Suggested Citation

  • Christian Schlereth & Bernd Skiera, 2009. "Schätzung von Zahlungsbereitschaftsintervallen mit der Choice-Based Conjoint-Analyse," Schmalenbach Journal of Business Research, Springer, vol. 61(8), pages 838-856, December.
    • Handle: RePEc:spr:sjobre:v:61:y:2009:i:8:d:10.1007_bf03373670
    DOI: 10.1007/BF03373670
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    References listed on IDEAS

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    More about this item

    Keywords

    D40; M31;

    JEL classification:

    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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